DEARBORN, Mich., Jan. 11, 2021 – Ford Motor Company and famed DJ D-Nice are teaming up to launch the all-new 2021 F-150 in a new multicultural lifestyle campaign debuting today called “More Than Tough.”
Derrick Jones, better known by his stage name D-Nice, is a multitalented music artist, producer and DJ who began his career in the mid-1980s as the youngest member of a popular hip-hop group.
Last March, nationwide shelter-in-place orders brought the live entertainment industry to a halt. Alone in his home missing friends and family, D-Nice combated the loneliness head-on and created his now famous “Club Quarantine.” This original, inventive response to the pandemic provided a virtual dance club for millions of people to unite and collectively cope as D-Nice spun musical hits for hours on end.
A “Work It Out” 30-second television spot airs today on OWN, BET and TV One. It features D-Nice driving to a gig in a 2021 F-150 filled with DJ equipment. Respecting social distancing rules and his responsibilities toward masking up, D-Nice brings the party to the partygoers, utilizing the truck’s available Pro Power Onboard™ to run his equipment.
The F-150 campaign includes digital and social activations and can be heard on select podcasts. Social extensions bring to life an intersection of stories showcasing a male artist and female caterer who use their F-150 trucks to come together with D-Nice to celebrate a momentous occasion with the hip-hop classic “Call Me D-Nice” serving as the soundtrack.