the Challenge:

F-150 can no longer thrive off its name and core audience alone. It must be reimagined to own both the traditional work-driven truck space and establish a unique space to attract growth audiences, specifically African American.

the Solution:

Ford partnered with D-Nice as the embodiment of the spirit represented by the F-150. D-Nice has built his career based on his passion for serving the people. His perseverance and drive has pushed him to constantly adapt and reinvent himself to remain a leader, perfectly aligned to the what the F-150 represents.

the Results:

In Phoenix Ad-Testing ‘Work It Out’ scored far above norms across nearly all key diagnostics. Engagement was where the ad most stood out from other ads tested. Powering D-Nice’s DJ setup as the demonstration of the truck’s unique ProPower Onboard outlet feature presented a welcome and entertaining change from the truck tropes of construction workers or rural farmers. D-Nice, and his hip-hop classic “Call Me D-Nice” combined to create a cool and modern vibe for the Ford brand. Phoenix Ad-Testing​ exceeded key metric norms for breakthrough (+7 ppts), Lift to Impressions (+12 ppts), Lift to Consideration (+6 ppts) and Actions/Intent (+5 ppts) and Cognitive Connection (+5 ppts) ​

‘Work It Out’ scores above the norm across nearly all key diagnostics. Engagement is clearly where the ad stands out from others, as the unique depiction of the truck’s usage is a welcome and entertaining change (new side of the brand) from the typical truck tropes.