2013 Ford Fusion advertising campaign targets the African American community

Article by Christian Andrei, on November 29, 2012

The all-new Ford Fusion has been described as a breakthrough and a game-changer when it comes to the midsize sedan design. This is the inspiration for Ford’s latest advertising campaign that targets the African American community. The campaign illustrates Ford’s continuing commitment to “go further” in bringing the mold-breaking vehicles to buyers.

The campaign is dubbed “A Rose” and features a TV ad where consumers observe Ford team members building a breakthrough product by chiseling a large block of concrete into the all-new midsize sedan. The ad makes use of the talents of the star of HBO’s “The Wire” Andre Royo and a voiceover that narrates “The Rose That Grew from Concrete,” a poem penned by the late Tupac Shakur.

In addition, this fully integrated campaign features radio and print ads aside from a digital execution of a group of Web videos that can be viewed on www.ford.com/brandnew. Several of these videos contain interviews of the team members who were tasked to design the model.

These videos can also be seen on the Ford Fusion YouTube channel and Ford Fusion Facebook page. The ads for TV will be aired on the following broadcast networks: BET, TV One and NBA on TNT.

Meanwhile, the print ads will be plastered on several top African American print publications like “ESSENCE” and “JET” magazines. The Ford Fusion has been given a sleek design and seven essential technologies such as a Lane-Keeping System, adaptive cruise control, active park assist and MyFord Touch.

The Fusion also has the widest assortment of fuel-efficient powertrains in the midsize segment. It provides hybrid and plug-in hybrid alternatives, a couple of EcoBoost four-cylinder engines, a normally aspirated four-cylinder engine, front-wheel drive and all-wheel drive applications. Buyers would also have to choose between automatic and manually shifted six-speed transmissions.

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