Vallenato, a music genre that deeply shapes Colombia’s culture, has its greatest legend in Rafael Escalona. In our effort to reconnect with Colombia, a country that viewed Ford as just another American brand, we sought to resonate with what represents them most: their music.
We discovered a hidden gem from the 70s—a song Rafael Escalona wrote inspired by Ford cars but never released. To bring this cultural treasure to life, we recorded it with Carlos Vives, one of Colombia’s most esteemed artists.
This professional campaign, titled “El Carro Ford,” was launched in Colombia in April 2024. It was created for the Ford brand by VML Colombia, and it integrates audio, content, and various media, connecting deeply with the Colombian people through their beloved vallenato music.
Reconnecting with a nation requires understanding its heart and soul. For Colombia, music, particularly vallenato, is a vital part of its identity. Rafael Escalona, an icon in this genre, composed a song in the 70s that celebrated Ford cars, but it remained unreleased for decades. Recognizing the potential of this cultural touchstone, Ford decided to unveil the song in a grand fashion.
Carlos Vives, an artist who embodies the spirit of Colombia and has a global following, was the perfect choice to breathe life into this lost song. His involvement not only ensured musical authenticity but also guaranteed a widespread appeal. Vives’ rendition of Escalona’s unreleased song bridges the past and present, creating a nostalgic yet contemporary connection for Colombians.
The campaign, aptly named “El Carro Ford,” is not just about promoting a car brand; it’s about celebrating a shared cultural heritage. By integrating this unique song into their marketing strategy, Ford goes beyond traditional advertising. They tap into the emotional and cultural fabric of Colombia, fostering a sense of pride and connection.
Launched in April 2024, the campaign spans multiple media channels, including audio, content, and integrated media. This multi-faceted approach ensures that the message reaches a broad audience, resonating on various levels. The campaign’s centerpiece, the song performed by Carlos Vives, is a testament to the enduring appeal of vallenato and Ford’s commitment to honoring Colombian culture.
VML Colombia, the creative force behind this campaign, masterfully blends the elements of music, history, and branding to create a compelling narrative. The result is a campaign that not only promotes Ford vehicles but also celebrates a nation’s rich musical heritage.
In summary, “El Carro Ford” is a groundbreaking campaign that reconnects Ford with Colombia through the power of music. By unearthing an unreleased song by Rafael Escalona and featuring it with Carlos Vives, Ford has created a cultural bridge that honors the past while embracing the present. This campaign stands as a powerful example of how brands can connect with audiences on a deeper, more meaningful level by celebrating what makes them unique.
