Ford Authority

Spanish Ford Explorer Commercial Lo Desconocido Debuts: Video

Ford has been rolling out new Explorer commercials to show off the new features of the all-new 2020 Ford Explorer. So far, Ford has debuted English language commercials called “Nighttime Adventure” and “Civilization” among others. Ford has unveiled a new Explorer commercial that is aimed at Spanish speakers called “Lo Desconocido.”

Lo Desconocido translates to “The Unknown.” The Ford Explorer commercial shows a family of four cruising down a two-lane highway when they start seeing odd vehicles and eccentric drivers heading the other way. The family in the car turns around, and the Ford Explorer follows the strange vehicles and drivers off-road to something that looks like Burning Man.

As the family in the Explorer stops in the middle of the spectacle, all the strange people stop and stare at them. The family waves and heads back out across the desert. The idea behind the Ford Explorer commercial is that the family has ventured into the unknown. Ford’s Multicultural Communications Manager David Rodriguez says that Ford’s Hispanic consumer has “already achieved a lot,” including the American Dream and the question is what’s next he says. Ford wants the 2020 Explorer to be what’s next.

The Ford Explorer commercial, like the English language versions that have aired, is cinematic and fun to watch. The Explorer commercial will be broadcast on TV, digital, and social media through the fourth quarter of the year. Ford is pushing hard to get people to buy the all-new 2020 Ford Explorer and its Lincoln twin, the Aviator. Despite running lots of commercials for the SUVs, Ford is having a mysterious issue with the vehicles that has seen thousands of units trucked to Detroit for repairs. Reports indicate that employees are worried Ford has lost sight of quality control.

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Shane is a car guy with a fondness for Mustangs and off-roading.

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  1. Raymond Ramirez

    The ad is very good, and for Spanish speakers (about 60% of the U.S. population and 85 % of all the two American continents), they will understand this easily. For those who don’t speak Spanish, you will become the minority in a few years! ┬┐Que esperan?


    I noticed the old Ford iron in the video…glad to see it. We need to include our heritage more in our commercials…

  3. Mike

    Does anyone know what channels this commercial plays in? And when the English version is coming out…

  4. Drew

    Great commercial, “past, present and the future.” Get it. Waiting to see the English Version, very cool.


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