New Ford Multicultural Marketing Campaign Showcases All-New Ford Fusion and
Delivers a Riveting 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
-- The digital portion of the campaign features a series of Web videos that
emphasize the inspiration behind the design of the Fusion
DEARBORN, Mich., Nov. 19, 2012
DEARBORN, Mich., Nov. 19, 2012 /PRNewswire/ -- 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
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.
About Ford Motor Company
Ford Motor Company, a global automotive industry leader based in Dearborn,
Mich., manufactures or distributes automobiles across six continents. With
about 172,000 employees and 65 plants worldwide, the company's automotive
brands include Ford and Lincoln. The company provides financial services
through Ford Motor Credit Company. For more information regarding Ford and its
products worldwide, please visit http://corporate.ford.com.
SOURCE Ford Motor Company
Contact: Teresa Lyles Holmes, +1-212-219-7239, firstname.lastname@example.org, or
Melanie Williams, +1-313-203-1262, email@example.com
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