Ford is using poetry from the late rapper Tupac Shakur in its latest commercials for the 2013 Fusion. The latest campaign from the automaker uses a recitation of the poem "The Rose that Grew from Concrete" as the narration for its advertising.
According to Media Post, the ad, which is targeted to African Americans, features the car emerging as a concrete sculpture that eventually becomes real. Ford believes that the television spot will be an important and riveting message to the community, with the poem being a perfect description for how the design came about, AutoBlog reports.
"The late Tupac Shakur's poem, 'The Rose that Grew from Concrete,' is the perfect description for the way the new Fusion's design came to be..." said Shawn Thompson, Ford's manager of multicultural marketing, as quoted by Electronic Urban Report. "This campaign breaks completely away from anything we've done in the past to introduce consumers to a new vehicle utilizing a poem by one of hip hop's most celebrated artists."
Ford is placing heavy emphasis on its 2013 Fusion, which underwent several rounds of car repair to become even more marketable to the masses. The new ads featuring Tupac are just the first step in what will likely be a large marketing campaign for the vehicle.