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New
Ford multicultural ad campaign from UniWorld features Tupac Shakur poem
(November 19, 2012) Ford and its African-American ad agency of record,
the UniWorld Group, have turned to the popularity and nostalgia of one
of music's most enduring artists as the creative centerpiece of its
newest targeted advertising campaign.
The campaign, called "A Rose," debuted this week and includes a TV spot
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 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 entire advertising campaign was created by
UniWorld Group, Ford's African American advertising agency of record.
"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.
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."
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