Ford Motor Company

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Ford Motor Company or Ford is an automaker company that is based in Detroit, USA. It was founded on June 16, 1903, by Henry Ford. Ford has created many inventions such as bombers, radios, refrigerators, satellites, and most widely known are their vehicles. They have built iconic vehicles such as Mustang, Lincoln, Continental, and Model T[1].

Black Empowerment Commercials

Built Phenomenally by Ford[2]

Ford launched a new campaign in January 2020 named "Built Phenomenally" which promoted the Escape SUV. Ford committed to creating an inclusive work environment that creates freedom for everyone. Ford became a founding partner of Free the Work, a nonprofit database for underrepresented populations to develop their careers[3]. Ford also worked with UWG, a marketing agency in the USA, to find the best production talent. The campaign was created following the insights from the #SeeHer movement, where Ford is its board member of the Association of National Advertisers #SeeHer movement. The commercials portray the powerful African American women working to bring the Ford Company to the spotlight. These women are Kanyessa McMahon, director; Marci Rogers, stylist; Lola Okanlawon, makeup artist; and N’Jeri Nicholson, copywriter. Ford’s own Register as well as Dibrie Guerrero, multicultural marketing manager of Ford company[4]. This is done not only to promote the Escape SUV but as a true celebration of black women[5].

Another commercial that is made by Ford is Own It. The "Own It" commercial portrays black women who are fearless and confident with their unique style. As the narrator says, "What makes you different is what makes you, you. When you're comfortable with that, destiny is yours to navigate"[6]

References