The American automaker tapped culinary creators at Ghetto Gastro, tattoo artist Suro Shinn and musicians Imani Lauren and Kaelin Ellis to convey their distinctive abilities to Ford entrance trunks, or frunks, to showcase the electrical energy and extra area they provide.
Made well-known by Porsche and Ferrari, the frunk (a portmanteau of “entrance” and “trunk”) has made its method to numerous different automobiles since Kanye West rapped, “Y’all pop the trunk, I pop the hood, Ferrari” in his 2007 single ‘Good Life’.
To advertise the spaciousness and flexibility of the frunks on its electrical F-150 Lightning and Mustang Mach-E fashions — made potential by the absence of a combustion engine underneath the hood — Ford at this time unveiled a playful new marketing campaign.
Created in tandem with Wieden + Kennedy New York, the three-part video collection sees a handful of influencers and creators of varied persuasions utilizing the frunk in new, imaginative methods. With every episode, Ford goals to talk to a core ingredient of tradition: design, meals and music.
“[We] began with very human-centered designs in engineering the frunk,” says Todd Fairburn, a US advertising communications supervisor at Ford Motor Firm. “Then, the enjoyable in making the trouble come to life was bringing specialists from a wide range of totally different cultures and backgrounds into our work for the model, to make it one thing that speaks to numerous totally different artistic communities.”
In a single episode, the model challenges Ghetto Gastro, a Bronx, N.Y.-based culinary collective and activist group to create a tailgate-inspired meal from the frunk of an F-150. Ghetto Gastro group members Pierre Serrao and Jon Grey submit up with their automobiles and whip up a connoisseur meal together with spicy grilled prawns and a waffle made with historic grains and cassava — paired with limonada de coco, a creamy, refreshing Colombian limeade.
Serrao and Grey clarify the significance of utilizing locally-sourced substances and examine their culinary environmentalism with the eco-friendly Ford F-150 Lightning. “We actually need to protect our house… and never our house simply being the Bronx, however our house being the planet,” says Grey. “That’s the approach to life we’re attempting to reside. Solely put one of the best in your physique — it’s like, , if you’re charging up the whip.”
The Wieden + Kennedy New York group says that the core message of the marketing campaign is spotlighting the flexibility of the frunk. “Ford created the most well-liked truck of all time — the F-150. And though it wasn’t the primary to create the frunk, it’s the first to create one with this a lot energy — like, it may even energy a home,” says an company spokesperson. “However we wished to point out folks the extra sensible methods the frunk is definitely the bonus area they by no means knew they wanted. And that is a kitchen, a tattoo store and even a recording studio.”
Certainly, in one other episode, Ford faucets two musicians who’ve by no means met — saxophone wunderkind Imani Lauren and funk artist and producer Kaelin Ellis — to create a musical masterpiece utilizing {the electrical} energy of the F-150 Lighting. With two USBs, 4 120v sockets and the F-150’s electrical energy, Lauren and Ellis are capable of energy their electrical devices and multi-level speaker system, finally placing on a vibey, sax-driven rooftop efficiency.
The ultimate episode sees Suro Shinn, a Miami, Florida-based tattoo artist with a serious Instagram following, use the electrical energy of the F-150 Lightning — through the frunk’s hookups — to create three distinctive, Ford-inspired tattoo designs.
In recent times, the automaker has bolstered its electrification efforts — a transfer seemingly to assist it attain new audiences and potential prospects. “What’s within the Frunk”, the brand new marketing campaign, goals to increase this effort — by tapping into cultural moments in meals, music and design in partnership with younger creators of coloration, Ford is making a marked effort to attach with a distinct type of shopper than it has prior to now (per 2018 knowledge, the typical F-150 purchaser was 55 years outdated and three-quarters of all new F-150s have been bought by white males).
“During the last two years, Ford has actually prioritized making EV possession extra relatable for everybody,” says Ford’s Fairburn.
The brand new marketing campaign debuts at this time throughout Ford’s digital and social channels. Further placements will roll out throughout Instagram, TikTok, Snapchat, Twitter and YouTube.
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