# African American-Inspired Auto Campaigns Ford Launches Its New 'What in the Frunk' Commercial By Bryce Mason | Published 2022-05-06 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/What-in-the-Frunk References: [thedrum](https://www.thedrum.com/creative-works/project/wieden-kennedy-ford-whats-the-frunk) & [youtube](https://www.youtube.com/channel/UCKA96UxTdgFBwGZMGZ-135w?feature=emb_ch_name_ex)  [Ford](https://www.trendhunter.com/trends/british-deaf-association) is hoping to expand the reach of its brand demographic with its new 'What In the Frunk' commercial. The American brand hopes to appeal to modern audiences by partnering with creators Ghetto Gastro, tattoo artist Suro Shinn and musicians Imani Lauren and Kaelin Ellis. In the new commercial, Ford showcases its unique front truck, an [electric-powered vehicle](https://www.trendhunter.com/trends/the-rise-of-electric) that offers tremendous space. Hoods at the front of cars have been a staple in the hip-hop community for almost 20 years. In 2007, Kanye West changed the game forever when he rapped' Yall pop the trunk, I pop the hood, [Ferrari](https://www.trendhunter.com/trends/clean-caffeine-pouch)" in his single 'Good Life.' Since then, companies have been adding this feature to vehicles nonstop. This commercial takes place in Brooklyn, New York, at a cookout. It touches on aspects of African-American culture that influence North American society, such as food, fashion activism, and art. Image Credit: Ford ## Trend Insights (Trend Hunter) - Score: 1.2/10 - Popularity: 9% | Activity: 17% | Freshness: 11% - Audience gender: 90% men, 10% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### What Makes This Trend Stand Out - **Ethnic-inspired Auto Campaigns:** Car companies are partnering with ethnic creators to tap into the cultural influence of minority cultures and expand their reach to modern audiences. - **Hip Hop-influenced Auto Design:** Hoods at the front of cars, a common trend in the hip-hop community for almost 20 years, offer disruptive innovation opportunities for car makers to incorporate this feature into their vehicles. - **Urban Culture Advertising:** Tapping into urban culture and its influence on North American society is a potential disruptive innovation opportunity for marketers across different industries. ### Sectors Adopting This - **Automotive:** The auto industry can partner with ethnic creators to expand their reach to modern audiences and incorporate design features inspired by minority cultures. - **Marketing and Advertising:** Tapping into urban culture and its influence on North American society can be a potential disruptive innovation opportunity for marketers across multiple industries, not just automotive. - **Fashion and Art:** Collaborations between car companies and artists or fashion designers to incorporate ethnic-inspired designs and features into their products can be a potential disruptive innovation opportunity for these industries. ## Related on Trend Hunter - [Hands-Free Car Innovations](https://www.trendhunter.com/trends/british-deaf-association.md) - [Influencer-Starring Car Commercials](https://www.trendhunter.com/trends/toyota-2.md) - [Creative Auto Campaigns](https://www.trendhunter.com/trends/electric-capri.md) - [Changemaker Automotive Campaigns](https://www.trendhunter.com/trends/ford-explorer-mens-only-edition.md) - [AI-Lead Car Ads](https://www.trendhunter.com/trends/Be-Surreal-Be-Ford.md) - [Humorous Automotive Campaigns](https://www.trendhunter.com/trends/where-have-you-been.md) - [Black Community-Focused Ads](https://www.trendhunter.com/trends/joyfullyblack.md) - [Dynamic Auto Marketing Campaigns](https://www.trendhunter.com/trends/auto-marketing-campaign.md) - [Sunset-Inspired SUV Models](https://www.trendhunter.com/trends/2024-ford-bronco-sport-free-wheeling-edition.md)