Ford Motor Company has released its latest TV spots: “Built Ford Proud: “We Lead” and “Ode to the Builders.” The new campaign showcases the brand’s F-150, SUV and car lineup, and features the smooth, strong and powerful voice of actress Angela Bassett (American Horror Story).
Created by UWG in New York, the company’s African American AOR, “We Lead” brings a “uniculture” approach to the Fusion, Mustang, Explorer and Expedition against a backdrop of the iconic Detroit Joe Louis Fist and the Los Angeles Crenshaw Mural.
The campaign showcases FordPass Connect — the one-stop app that helps Ford owners move freely throughout their day. Consumers can lock, unlock and start their vehicle remotely when using the app. “Ode to the Builders,” filmed in the automaker’s River Rouge plant, emphasizes the F-150 and its improved performance across craftsmanship, material quality and design.
“I am proud to have narrated these inspiring and powerful spots that showcase the leadership and strength that are embedded in the African American community,” said Angela Bassett.
“Built Ford Proud: We Lead” and “Built Ford Proud: Ode to the Builders” highlight the importance of being a leader, serving your community, being proud of where you come from and passionate about the future, which is exactly the type of narrative we encourage and believe in,” added Dibrie Guerrero, multicultural communications manager, Ford Motor Company. “Teaming up with Angela Bassett to give voice to this important message and showcase strong legacy of award-winning vehicles is a perfect fit for the brand.”
Ford worked with its marketing dealer advisory board — which includes dealers from across the United States — on strategy for national and regional ads, and digital content. These dealers endorsed the campaign for its fresh approach and attitude, bringing to life the soul of the brand.
The inspiring campaign demonstrates Ford’s continued commitment to bring leading technology and design products to its customers, while showcasing the pride, leadership and strength embedded in African American culture.
In celebration of African American women in the arts, Bassett will attend the ESSENCE “Black Women in Hollywood” event as the automaker’s special guest. The campaign is featured in a 360-launch, including TV, radio, digital, social platforms and print.