Company forms marketing pact with Weinsteins
The Ford Motor Co. is looking to tap into the urban market by partnering up with Robert L. Johnson and Harvey and Bob Weinstein’s Our Stories Films banner.
Automaker has inked an exclusive multi-year marketing alliance with the company through which Ford will place its cars in and promote pics the shingle produces.
First pic is the golfing laugher “Who’s Your Caddy?” that bowed July 27. Pic prominently featured the Range Rover.
Johnson launched Our Stories Films with the Weinsteins last year as a film entity to produce and distrib African-American-themed family comedies.
Deal with Ford includes product placement, sponsorships, consumer and dealer promotions, merchandising and other media that will also help Our Stories Films promote its pics to its target audience.
“Engaging our consumers has for us been about creating new and innovative approaches to reaching our audience,” said Alessandro Uzielli, senior advisor, Ford Motor Co. global brand entertainment group. “This branded entertainment opportunity with Our Stories Films allows Ford to showcase the wide array of personalities of the Ford, Lincoln, Mercury, Jaguar and Land Rover vehicles, and essentially tell ‘our story’ to a targeted audience.”
Ford has previously sought out the urban audience by integrating its Lincoln Navigator SUV in the comedies “Are We There Yet?” and “Are We Done Yet?” with Ice Cube and “Johnson Family Vacation,” that starred Cedric the Entertainer.
UniWorld Group, Ford’s African-American agency of record, brokered the deal.