Ford Fusion Starts ‘Multicultural’ Marketing Campaign

Ford Fusion Starts ‘Multicultural’ Marketing Campaign

Ford is looking to hit all markets strong with its new midsize Fusion sedan, launching a new advertising campaign targeting the Africa American community.

The campaign, called “A Rose” is inspired by a poem by the late Tupac Shakur titled “The Rose That Grew from Concrete.” The campaign will feature a TV advertisement in which consumers will witness members of a Ford product team chiselling a large block of concrete into the new Ford Fusion. The commercial will feature Andre Royo from HBO’s “The Wire” as well as a voice over of Shakur’s poem.

“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.”

Supporting the television commercial will be radio and print ads as well as a digital execution with a series of Web videos featuring interviews with some of the team members behind the Fusion’s design. The ads will be broadcasted on BET, TV One, and NBA on TNT while the print ads will be found in “ESSENCE” and “JET” magazines.


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