Ford announces Doug As The all-new face of an all-new Focus 
When you hear the words "Ford Focus," most people think cheap, crappy econocar. So how do you challenge these negative perceptions and get people to stand up and take notice of the loaded all-new 2012 Focus? Meet Doug, the Focus Spokespuppet. The orange provocateur was created to break through the clutter of advertising spokespeople to make learning about the 2012 Ford Focus relatable and entertaining. 

For 7 months Doug and his copilot, John, were the stars of a campaign for the All-New 2012 Ford Focus that played out exclusively across Ford's social media channels. My team, together with an all-star cast including actors Paul F. Tompkins and John Ross Bowie, the puppeteers at the Character Shop and directors whose work includes The Office, The Simpsons and the film Bridesmaids created a series of improv-style videos featuring the duo interacting with real people on the streets schooling them on features of the all-new Focus and giving them free rides. New videos were released weekly on Facebook, Twitter and YouTube.

The campaign was further supported through Facebook and Twitter where Doug and John engaged with people in real time 24/7 for several months responding to any and all fan comments as well as discussing timely internet topics and memes.

By the time the dust settled, we created 49 videos, amassed over 43k devoted fans on Facebook, garnered over 4 million views and 4k subscribers on YouTube and kickstarted crazy buzz about the 2012 Focus online.