Ford is touting the Ford Fusion to African Americans with a new campaign via UniWorld Group that uses the poetry of Tupac Shakur. The effort, “A Rose,” includes a TV spot where consumers witness members of a Ford product team creating the car by sculpting a Fusion out of block of concrete.
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.” There are also radio and print ads, and a digital execution featuring a series of Web videos that will live on www.ford.com/brandnew, Ford's YouTube channel and Facebook.
The videos feature interviews with some of the team members behind the design of Fusion and . 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.