Message to African American Community; Campaign Features Tupac Shakur’s Poem, ‘The Rose That Grew from Concrete’
· Ford’s newest multicultural marketing campaign tied to the all-new Ford Fusion features the poem by the late Tupac Shakur, “The Rose That Grew from Concrete,” which symbolizes the Fusion’s breakthrough in performance, style and innovation – a transformation of consumer expectations of midsize sedans
· The campaign launches today and features TV ads, print, radio and a digital execution that highlight the breakthrough styling and design of the all-new Ford Fusion
· The digital portion of the campaign features a series of Web videos that emphasize the inspiration behind the design of the Fusion
There’s no denying that the all-new Ford Fusion has broken the mold when it comes to the design of a midsize sedan. This truth has become the inspiration behind the development of Ford’s newest advertising campaign targeting the African American community. The inspiring campaign demonstrates the continued commitment from Ford to “go further” in bringing game-changing products to its consumers.
The campaign, called “A Rose,” debuts today and includes a TV advertisement in which consumers witness members of a Ford product team creating a breakthrough product by chiseling a large block of concrete into the all-new midsize sedan. The ad, which features Andre Royo from HBO’s “The Wire,” includes a voiceover reciting the late Tupac Shakur’s poem, “The Rose That Grew from Concrete.”
“The all-new Ford Fusion is such a breakthrough vehicle for Ford,” said Shawn Thompson, Ford manager, Multicultural Marketing. “The late Tupac Shakur’s poem, “The Rose That Grew from Concrete,” is the perfect description for the way the new Fusion’s design came to be. As it’s described in the words of the poem, the Fusion is a clear testimony of what we can do if we keep our dreams.
“This campaign breaks completely away from anything we’ve done in the past to introduce consumers to a new vehicle utilizing a poem by one of hip hop’s most celebrated artists,” Thompson added. “This campaign, like the poem, has an inspiring message at its core.”
The fully integrated campaign also includes radio and print ads in addition to a digital execution featuring a series of Web videos that will live on www.ford.com/brandnew. The videos feature interviews with some of the team members behind the design of the all-new vehicle. The Web videos can be found on the Ford Fusion YouTube channel and Ford Fusion Facebook page beginning today.
The TV advertisements will air on broadcast networks that include BET, TV One and NBA on TNT; the print ads will be featured in a number of leading African American print publications that will include “ESSENCE” and “JET” magazines.
The Ford Fusion has a sleek design and equips consumers with seven must-have technologies, including an available Lane-Keeping System, adaptive cruise control, active park assist and MyFord Touch®. In addition to its technology features, Fusion offers the broadest selection of fuel-efficient powertrains in the midsize segment. It offers hybrid and plug-in hybrid alternatives, a pair of EcoBoost four-cylinder engines, a normally aspirated four-cylinder engine, front-wheel drive and all-wheel drive applications and a choice between automatic and manually shifted six-speed transmissions.
“We hope this campaign gets consumers buzzing about this segment-defining vehicle,” said Thompson. “The Ford Fusion truly sets itself apart from all other midsize vehicles in the segment and this new advertising campaign is just a first glimpse of that.”
The entire advertising campaign was created by UniWorld Group, Ford’s African American advertising agency of record.
The new Fusion is on sale now at Ford dealerships.