Ford F-150 Lariat Struts Its Stuff
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DJ D-Nice Helps Ford Launch 2021 F-150 And Shows It’s ‘More Than Tough’

If it wasn't for last year's shelter-in-place order, this year's F-150 launch would not have turned out as interesting as it has. If you want to know how interesting it is, just ask DJ D-Nice, he's creating a great vibe for Ford.
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When the first national shelter-in-place orders were issued halting late last winter and early spring, many things came to a grinding halt. For example, the live entertainment industry came to a screeching stop.

Major Industry Grinds To Halt

This left more than one artist alone in his or her home, staring at the walls. For example, DJ D-Nice sat in his home alone, missing his friends and family. D-Nice, the stage name of Derrick Jones, is a multi-talented music artist, producer, and DJ. He began his career in the mid-1980s as the youngest member of a popular hip-hop group.

Last March, with little to do because of the shelter-in-place orders, D-Nice combated the loneliness head-on and created his now-famous “Club Quarantine.” An original, inventive response to the pandemic that is gripping the country, it provided a virtual dance club for millions of people. The club helped millions to unite and collectively cope as D-Nice spun musical hits for hours on end.

To mark D-Nice’s efforts, Ford is teaming with the famed DJ to launch the all-new 2021 Ford F-150 in a multicultural lifestyle campaign called “More Than Tough.”

“The ‘More Than Tough’ campaign recognizes and celebrates the spirit of American ingenuity,” said Dibrie Guerrero, multicultural marketing manager, Ford Motor Company. “By developing many innovative features to accommodate the diverse needs of its F-150 owners, Ford elevates what’s possible with a little creativity and the right pickup truck.”

Special Ad Spot Set To Air

A “Work It Out” 30-second television spot was to air this week on OWN, BET, and TV One. The ad features D-Nice driving to a gig in a 2021 F-150 filled with DJ equipment. The ad respects social distancing rule and the DJ’s responsibilities toward masking up. D-Nice brings the party to partygoers, using the truck’s availablePro Power Onboardto 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 a woman caterer who use their F-150 pickups to come together with D-Nice to celebrate a momentous occasion with the hip-hop classic “Call Me D-Nice” serving as the soundtrack.

“Being tough has new meaning to me after partying in Club Quarantine with some of the strongest people I have ever met,” said D-Nice. “I’m proud to help introduce the all-new 2021 Ford F-150 that they built tougher to take your hustle to the next level.”

The F-150 has achieved its 44th straight year as American’s best-selling truck. It is part of Ford’s F-Series. Ford’s understanding of truck customers informs new F-150 productivity features like available Pro Power Onboard, enabling owners to leave the stationary generator at home and free-up cargo space. My colleague Jimmy Dinsmore discusses the new Ford F-150 here.

In creating the ultimate durable, anywhere office, the new optional Interior Work Surface in the F-150 is ideal for signing documents, working on a 15-inch laptop, or enjoying a meal while parked. The Interior Work Surface is available in both bench and captain’s chair seating configurations on XL to Limited models.

Many Prefer F-150 With Console Shifter

Knowing many customers prefer a console shifter, Ford has created a stowable unit for F-150, which folds easily into the center console with the push of a button and allows full access to the extensive work surface with the vehicle is in Park.

To learn more about Ford’s newest products and services, including the 2021 Ford F-150, visit www.ford.com.

Marc Stern signerhas been an auto writer since 1971. It was a position that filled two boyhood dreams: One that I would write, and two that I write about cars. When I took over as my newspaper's auto editor, I began a 32-year career as an automotive columnist. There isn't much on four wheels that I haven't driven or reviewed. My work has appeared in Popular Mechanics, Mechanix Illustrated, AutoWeek, SuperStock, Trailer Life, Old Cars Weekly, Special Interest Autos, etc. Today, I am the Ford F150 reporter for Torque News. I write how-to and help columns for online sites such as Fixya.com and others. You can follow me on Twitter signer or Facebook signer. Most of Marc's stories are part of Torque News Ford coverage. Check back again and search for Torque News Ford F-150 news for more F-150 truck news coverage.


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