DEARBORN, Mich. -

Ford is resuming a popular advertising campaign designed to capture conquest sales “head-on” by offering owners of competitors’ vehicles the chance to drive Ford models for a week.

The “Swap Your Ride” campaign — which began airing in 2007 — kicked off its latest edition Wednesday with a set of commercials that share the experiences of consumers who took advantage of Ford’s offer.

“We’ve found that challenging people’s perceptions head-on is the best way to change their minds about Ford,” stated Matt VanDyke, director of U.S. marketing communications at the automaker.

“We’re tapping real people, allowing them to experience our vehicles for themselves and then capturing their enthusiasm for the products,” he added. “We’re telling the Ford story through the eyes of the people who matter most — real consumers.”

Participants drive Ford units for a week then meet in small groups to share their thoughts. That is when they are surprised with a visit from Mike Rowe, who hosts the show Dirty Jobs on the Discovery Channel.

“Mike immediately engages them in a conversation about the vehicles they drove, and we capture that spontaneous interaction on camera,” VanDyke shared.

One of the major themes of the spots is what Ford calls its lineup’s “class-leading fuel economy.”

The vehicles were also praised by consumers in the commercials for their technology, safety features and design.

“It’s very cool to see people react the way they do,” VanDyke shared. “When they get into a Ford for the first time, they’re really surprised with the fuel efficiency, performance and great technology. That’s been a consistent reaction to our entire lineup.”

Moving on, Ford also noted the success the ads have generated. Nielsen Automotive called the ads the “top most-recalled new television ads” when they were rolled out in 2007. The 2010 campaign has earned a spot as a finalist in 2010 Nielsen Automotive Advertising Effectiveness Award.

Nielsen Automotive data also indicated that these ads are 48 percent more likely to be remembered than average sales events, according to Ford.

“Over the past several years, Ford’s ‘Swap Your Ride’ ad campaigns have effectively impacted television viewers,” said Lois Miller, president of Global Nielsen Automotive. “Viewers have historically recalled the brand and key message at high rates.”