Ford Challenges Different Creators To Showcase What Its EV ‘funks’ Can Do

The American automaker teamed up with foodie creators at Ghetto Gastro, tattoo artist Suro Shinn and musicians Imani Lauren and Kaelin Ellis to bring their unique talents to Ford’s front trunk, or frunks, to show off the electric power and extra space they supply.

Made famous by Porsche and Ferrari, the frunk (a portmanteau of “front” and “trunk”) has made its way into countless other vehicles since Kanye West rapped, “Y’all pop the trunk, I pop the hood, Ferrari” in the 2007 single- her ‘Good Life’.

To promote the spaciousness and versatility of the frunks on the electric models of the F-150 Lightning and Mustang Mach-E—made possible by the absence of a combustion engine under the hood—Ford today launched a fun new campaign.

Co-created with Wieden + Kennedy New York, this three-part video series features a handful of influencers and persuasion creators using frunk in new and imaginative ways. With each episode, Ford aims to talk to the core elements of culture: design, food, and music.

“[We] starting with a very human-centered design in engineering the frunk,” said Todd Fairburn, manager of US marketing communications at Ford Motor Company. “Then the fun of making the effort bring in experts from different cultures and backgrounds. into our work for the brand, to make it something that speaks to many different creative communities.”

In one episode, the brand challenged Ghetto Gastro, a culinary collective and activist group based in the Bronx, NY to create a truckload-inspired meal out of an F-150 frunk. Ghetto Gastro team members Pierre Serrao and Jon Gray set off in their vehicles and prepared gourmet meals including spicy grilled prawns and waffles made with ancient grains and cassava — paired with limonada de coco, a soft and refreshing Colombian lime.

Serrao and Gray explained the importance of using local ingredients and compared their culinary environment to the eco-friendly Ford F-150 Lightning. “We really want to preserve our home… and not our home being just the Bronx, but our home being the planet,” Gray said. “That’s the lifestyle we’re trying to live. Put only the best in your body — it’s like, you know, when you’re charging a whip.”

The Wieden + Kennedy New York team says that the core message of the campaign is to highlight the versatility of the frunk. “Ford created the most popular truck of all time — the F-150. And while it’s not the first to invent the frunk, it is the first to create a truck with this much power — like, it could even drive a house,” said an agency spokesperson. “But we wanted to show people a more practical way that a frunk is actually a bonus space they never knew they needed. And that is kitchens, tattoo shops, and even recording studios.”

Indeed, in another episode, Ford invites two musicians he’s never met — saxophonist Imani Lauren and funk artist and producer Kaelin Ellis — to create a musical masterpiece using the electric power of the F-150 Lighting. With two USBs, four 120v sockets and F-150 mains power, Lauren and Ellis can power their electric instruments and multi-level speaker system, ultimately delivering saxophone-driven rooftop performance.

The final episode saw Suro Shinn, a Miami, Florida-based tattoo artist with a major Instagram following, use the electric power of an F-150 Lightning — via a frunk connection — to create three unique Ford-inspired tattoo designs.

In recent years, the automaker has beefed up its electrification efforts – a move that might help it reach new audiences and potential customers. “What’s in the Frunk”, a new campaign, aims to expand on this effort — by leveraging cultural moments in food, music and design in partnership with creators of youth, Ford is making a real effort to connect with a different kind of consumer. than ever before (per 2018 data, the average F-150 buyer is 55 years old and three-quarters of all new F-150s are bought by white people).

“For the past two years, Ford has really prioritized making EV ownership more acceptable to everyone,” said Ford’s Fairburn.

The new campaign is debuting today across Ford’s digital and social channels. Additional placements will roll out across Instagram, TikTok, Snapchat, Twitter, and YouTube.

For more information, sign up for The Drum’s daily US newsletter here.


Leave a Comment