Ford has a long and treasured history of supporting and celebrating diversity and local communities, most recently marking Black History Month with a special commercial highlighting several important moments in Black History. The automaker has also invested in Latina entrepreneurs impacted by the COVID-19 pandemic and donated $100,000 worth of leather hides to help businesses supporting veterans and women survivors of abuse. Now, the automaker is celebrating Black women with outdoorsy spirits with a new Ford Bronco Sport ad campaign dubbed “We Do.”
“Our ‘We Do’ campaign challenges the perception of outdoor enthusiasm,” said Dibrie Guerrero, multicultural marketing manager, Ford Motor Company. “Over this last year of pandemic living, many Black women have doubled down on or discovered a love of the outdoors. Whether it’s solo time to convene with nature or a weekend retreat with the girls, Black women are relishing the joy and freedom of the outdoors, and the Bronco Sport is the vehicle to get them there.”
The Ford Bronco Sport ad campaign is a perfect fit for such a mission, as Ford’s very first African American Designer – McKinley Thompson Jr. – was part of the team that designed the original Ford Bronco. In the short spot, a group of Black women explore the outdoors in the Bronco Sport, go hiking, and ride bikes through the woods, taking full advantage of the crossover’s impressive off-road capability, which it has already proven with a major off-road race win under its belt.
Ford’s “We Do” ad campaign was created by UWG, a U.S.-based multicultural advertising and marketing agency, and stars members of a variety of groups including Outdoor Afro, Black Girls Do Bike, and Black Girls Run. It will appear on/in television, radio, and print publications, as well as all of the automaker’s social media platforms over the coming weeks.