South Florida Ford Dealers Multicultural Campaign @ Burson-Marsteller.

Burson-Marsteller’s U.S. Hispanic Practice has been selected as agency of record for the South Florida Ford Dealer’s “Ride it Like a Ford” multicultural campaign.

In an effort to connect with South Florida consumers, South Florida Ford Dealers appointed Burson-Marsteller’s U.S. Hispanic Practice to develop and manage a local program aimed at capitalizing on the campaign’s new, fresh approach to positioning Ford vehicles.

“Our reputation for delivering quality results and our understanding of Miami’s multi-ethnic composition helped us win the account,” said Al Quintana, Burson-Marsteller managing director of its U.S. Hispanic Practice. “I think the South Florida Ford Dealers have hit a home run with this campaign and our deep knowledge of the local market is helping them capitalize on the campaign’s creativity and new positioning efforts.”

The advertising campaign was created by the JWT advertising firm. It embodies the lifestyle of South Florida; its people, locations and music. The campaign was produced locally incorporating local landmarks such as the Vizcaya Museum, the Little Havana district, Virginia Key Beach, Downtown Miami and the Venetian Causeway.

JenCarlos Canela, a 17-year-old up-and-coming local artist who attends the New World School of the Arts, wrote the melody and lyrics and performs in the new “Ride it Like a Ford” music video commercials. The campaign was produced in both English and Spanish and is currently airing on media outlets in the tri-country and Fort Myers/Naples area.