The evening’s host, Bevy Smith, who was a close friend of Shakur’s, shared her joy at seeing his legacy carried on through the campaign. “After this poem came out people saw his sensitive side, but I was fortunate enough to know about that side when he was alive. It’s great to see how his work [is] being used in such a positive way,” said Smith.
The unveiling of the campaign included: a series of Web videos featuring Ford team members behind the design of the midsize sedan, J. Prophet reciting the poem live, and the debut of the commercial. The latter features Andre Royo from HBO’s “The Wire,” performing a voice-over of the poem.
As attendees snapped pictures of the car and praised it on social media, it was clear that Ford is determined to continue tapping into the buying power of the African American market, which is projected to reach $1.1 trillion by 2015.“Ford is dedicated to the African American consumer,” said Bell. “We drive the market. We are trendsetters. We have a voice and we need to use it — and that translates into economic empowerment.” –souleo
