Though automakers promoting EVs have spent most of their time assuaging shopper issues corresponding to vary anxiousness, Ford is now specializing in the enjoyable and attempting to make the frunk a cultural second and a part of a life-style.
The social media-led marketing campaign facilities on the query of “how can we get this time period into the lexicon, the place it is in popular culture and it is not in a tacky approach” Tania Taiwo, a artistic/author for advert company Wieden+Kennedy, which dealt with the marketing campaign, informed Advert Age.
It takes the type of a YouTube collection of three movies exhibiting influencers utilizing the frunk in several methods. For example, one exhibits a Bronx-based chef collective referred to as Ghetto Gastro cooking shrimp and waffles utilizing energy from an electrical Ford after which consuming contained in the frunk.
Different movies star musicians Imani Lauren and Kaelin Ellis and tattoo artist Suro Shinn utilizing the car’s battery to energy their artwork.
This concentrate on “the approach to life you are going to have within the automotive” additionally serves to justify the usually larger price ticket for EVs by highlighting “what else am I going to get with my cash,” stated Jessica Caldwell, government director of insights at Edmunds.