The Southeast Ford Dealers have been funding a Ford initiative targeted towards African American women for several years and after a few different iterations of one campaign, they decided it was time for a refresh and a new campaign for this platform.

We still wanted to celebrate the strength of African American women as we had done in the previous campaigns, Born to Roll, but this time decided to focus on one of the main reasons they have this strength. For generations, the people of this community have lifted each other up, celebrated one another’s accomplishments, and passed on words of wisdom. That is where we drew inspiration for the 2022 campaign, Listen Wisely.

In these spots we highlight how listening to loved ones as well as yourself can give you the ability to see the strength within yourself and how Ford can assist you in growing that strength daily.

Social Videos

Another goal that was set for this campaign was to strengthen the quality and effectiveness of the assets that would be created for social media. In years past, static images were mainly used for Facebook and Instagram and the few videos that were created for those social media platforms, as well as TikTok, were cut downs made from broadcast footage that either had to be cropped or shrunk down to fit in the vertical format. It was important that these videos were created specifically for vertical viewing and told stories that would mirror those of the broadcast spots as well as highlighting some specific features the Ford dealers wanted to call special attention to.

Ford Bronco Sport