New Built Ford Proud Ads Feature Voice of Actress Angela Bassett

Ford’s latest television ads – featuring the smooth, strong and powerful voice of actress Angela Bassett – are designed to introduce Built Ford Proud to the African American community.

“I am proud to have narrated these inspiring and powerful Ford spots that showcase the leadership and strength that are embedded in the African American Community,” said Bassett, who will attend the ESSENCE “Black Women in Hollywood” event later this month as Ford’s special guest.   

Ford Multicultural Communications Manager Dibrie Guerrero said teaming up with Bassett to give voice to the company’s message and showcase its strong legacy of award-winning vehicles is a perfect fit for the brand.

“This Built Ford Proud ad campaign highlights the importance of being a leader, serving your community, being proud of where you come from and passionate about the future, which is exactly the type of narrative we encourage and believe in at Ford,” she said.

The two new television ads were created by Ford and UWG, the company’s African American advertising agency.  

“We Lead,” features the Fusion, Mustang, Explorer and Expedition against a backdrop of the iconic Detroit Joe Louis Fist and the Los Angeles Crenshaw Mural.  The campaign showcases FordPass Connect™ -- the one-stop app that helps Ford owners move freely throughout their day, unlocking, locking and starting their vehicle remotely when using the app.

“Ode to the Builders,” showcases the Ford F-150 and its improved performance.

“We pride ourselves on building and delivering a truck for every customer,” said F-150 Marketing Manager Brian Bell.  “Speaking to truck customers in an authentic tone, while highlighting features and content they value remains a core strength and successful strategy among our truck communications.”

Look for the television ads on BET, BET Her, NBA TV and TV One.  They will also be featured in radio, digital, social platforms and print.

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