DEARBORN, MI—Ford Motor Company is celebrating the outdoor spirit of Black women in a new ad campaign for the 2021 Bronco Sport. In “We Do,” Black women embrace the great outdoors in the all-new Bronco Sport, going off-roading, biking and hiking – all while reveling in a feeling of triumph as they honor their connection to nature and their sense of adventure.
Staying true to the DNA of the first-generation Bronco – designed by a team that included McKinley Thompson, Jr., the first African American automotive designer to work at Ford – the all-new Bronco Sport SUV pays it forward with modern, heritage-inspired style, available agile off-road architecture and G.O.A.T. Modes™ to go over any type of terrain.
“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 “We Do” campaign will appear across all digital and social channels, with TV, radio and print activations. It features members of Black American outdoor organizations such as Outdoor Afro, Black Girls Do Bike and Black Girls Run. The campaign is the latest effort from UWG, the longest-standing multicultural advertising and marketing agency in the United States.
The all-new Bronco Sport is part of the new outdoor brand of Built Wild Ford SUVs. With off-road performance at its core and standard 4×4 across the lineup, Bronco Sport lives up to its G.O.A.T. (goes over any type of terrain) heritage with Built Wild Extreme Durability Testing, Capability and Innovative Design. The Bronco Sport is made for the trails with water-fording abilities and available features like obstacle protection, unsurpassed ground clearance and class-first Trail Control Technology.
Bronco Sport is designed for life on the trails and includes a safari-style roof that provides class-leading second-row headroom. It also has a cargo area* high enough to hold two 27.5-inch-wheel mountain bikes. More than 100 factory-backed and aftermarket accessories are available to transport gear such as kayaks, surfboards, skis and camping equipment. Bronco Sport is a gateway to the outdoors for the adventurer, the sightseer and the day-tripper.
— Source and photos: Ford