I’m watching the NBA Playoffs, I can’t recall which game, but the ad below comes on and I immediately grab my phone to take notes. I go online to search for it and find it on the YouTube of Black Girls Do Bike (Go Subscribe to their channel now). Seeing it reinforces a discussion I’ve been initiating here on the site, African-Americans are becoming more active and participating in outdoor activities. This was already happening, but Covid and the quarantine has accelerated a much needed movement. The thought that Blacks aren’t outdoors is being broken down slowly. This ad, from Ford, would be served well by showing the behind the scenes and by connecting with an authentic outdoor company.
The marketing team at Ford could have had branded collab gear available to reinforce the messaging. There is an incredible long term play for Ford to capitalize on. They should deliver ad dollars to the BGDB group to run an ad on the video (it’s only at 629 views after two weeks, which establishes that the ad isn’t being placed in a position to succeed). I haven’t seen the ad show up on social, but the marketing side of me realizes that there are missed opportunities on every front from sneakers, to Ford, to bikes.
Right now I know for a fact that two groups of Black women in outdoor recreation are being supported by Brooks and Merrell. This is most definitely a missed opportunity in marketing and I hope this short posts brings attention to the opportunity:
Brooks Running Helps ‘Black Girls Run’ To Shatter Stereotypes
Brands Continue to Say #BLM, a Company that Barely Has Black Customers Is Sharing These Stories
Description from the Black Girls Do Bike YouTube:
New Ford Bronco Sport ad spotlights strong Black women, challenges stereotypes. Keep an eye out for TV, print and more! Nice work from our featured BGDB: Atlanta ladies as well as our sister movements @outdoorafro and @officialblackgirlsrun. Thank you @ford for shining the light.
A runner sprinting through trees. “They might think we don’t, we do.”
Cyclists racing through the woods. “Think we won’t? We will.”
Hikers ascending rocks. “Can’t see us going there? Look harder.”“Our ‘We Do’ campaign challenges the perception of outdoor enthusiasm,” said Dibrie Guerrero, multicultural marketing manager, Ford Motor Company. “Over this last year of pandemic living, many Black women have doubled down on or discovered a love of the outdoors. Whether it’s solo time to convene with nature or a weekend retreat with the girls, Black women are relishing the joy and freedom of the outdoors, and the Bronco Sport is the vehicle to get them there.”
