2013 Ford Fusion advertising campaign targets the African American community

Article by Christian A., on November 29, 2012

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.

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.

The new Ford Fusion comes with a design that is able to provide high quality when it comes to visuals. Attention to detail is evident and the level of craftsmanship is truly on a higher level. The use of enhanced materials is evident as well. Looking at the interior, the surfaces are truly soft to the touch. Meanwhile the gaps between the exterior and the interior have been minimized.

Ford also made sure that each edge would be covered or upholstered. The same was done for each of the surfaces that customers would touch. An interesting function in this new Fusion is that if the trunk lid is ever opened there is a cover, which is activated by a spring, which then hides the trunk latch hardware. The interior also shows an environment that is more focused towards the driver.

A good example of this is the center console which is now higher. It is able to offer excellent storage options for items and within reach of the driver. Meanwhile the functionality of its next-generation seating has been improved even further. Ford also designed the Fusion to offer extra passenger space and this is done by shifting the instrument panel and putting it to the windshield.

This helps in giving the cabin a more open and airy feel. By utilizing lighter and thinner frames, the seats are able to offer the comfort customers want. It is then trimmed with fabric that makes use of recycled and sustainable yarns.

The dynamics combined with the craftsmanship gives it that great feel. Chief Exterior Designer for the new Fusion Chris Hamilton said that the previous generation of the Fusion was something that any customer could easily rationalize when buying it. For the new model, he added, the goal was to give every mainstream sedan customer a visual experience that is top-of-the-line.

What this means it that while the Fusion is a sensible option by itself, the new model brings in an extra emotional appeal, he continued. Meanwhile Fusion Chief Engineer Adrian Whittle shared that the holistic goal of the brand’s craftsmanship process was for the new version to be able to offer not only an exceptional visual experience but it also gives the customer an excellent quality feel.

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