Ford Motor Co. in Dearborn and famed DJ D-Nice have teamed up to launch the all-new 2021 F-150 in a new multicultural lifestyle campaign called “More Than Tough.”
Derrick Jones, known by his stage name D-Nice, is a multicultural music artist, producer, and DJ who began his career as the youngest member of a popular hip-hop group in the mid-1980s.
Last March, when nationwide shelter-in-place orders brought the live entertainment industry to a halt, D-Nice created his now famous “Club Quarantine.” The offering provides a virtual dance club for millions of people to unite and collectively cope as D-Nice spun musical hits for hours on end.
“Being tough has new meaning to me after partying in Club Quarantine with some of the strongest people I have ever met,” says D-Nice. “I’m proud to help introduce the all-new 2021 Ford F-150 that they built tougher to take your hustle to the next level.”
A 30-second television spot, “Work It Out” aired Monday on OWN, BET, and TV One that featured D-Nice driving to a gig in the 2021 F-150 filled with DJ equipment. Observing social distancing and wearing a mask, D-Nice used the truck’s available Pro Power Onboard to run his equipment.
The F-150 campaign includes digital and social activations and can be heard on select podcasts. Social extensions bring to life an intersection of stories showcasing a male artist and female caterer who use their F-150 to come together with D-Nice to celebrate a momentous occasion with the hip-hop classic “Call me D-Nice” serving as the soundtrack.
“The ‘More Than Tough’ campaign recognizes and celebrates the spirit of American ingenuity,” says Dibrie Guerrero, multicultural marketing manager of Ford. “By developing many innovative features to accommodate the diverse needs of its F-150 owners, Ford elevates what’s possible with a little creativity and the right pickup truck.”
The new F-150 productivity features include Pro Power Onboard, which enables owners to leave the stationary generator at home, and free up cargo space.
In creating an anywhere office, the new optional interior work surface in the F-150 is ideal for signing documents, working on a 15-inch laptop or enjoying a meal when parked. The interior work surface is available in both bench and captain’s chair seating configurations on XL to Limited.
The F-150 also features a stowable console shifter which folds into the center console with the push of a button and allows full access to a large work surface when the vehicle is in park.