Spanish-Language 2020 Ford Explorer Commercial Explores the Unknown
Photo: Ford Motor Company/YouTube
September 15 through Oct. 15 is Hispanic Heritage Month, and Ford has launched a Spanish-language 2020 Ford Explorer commercial that shows driver how its new SUV is adept at tackling “The Unknown.”
The 60-second spot titled “Lo Desconocido,” or “The Unknown,” is part of Ford’s efforts to build on the idea of “What’s next?” and promote the all-new Explorer to the Latinx community as the ultimate expression of its leading SUV.
“Our Hispanic consumer is someone who has already achieved a lot. They have achieved the American Dream, begging the question, what’s next?” said Multicultural Communications Manager David Rodriguez. “The resulting television campaign takes a playful look at a family on a road trip that has a sudden change of plans to venture into ‘the unknown.’”
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“Lo Desconocido” (“The Unknown”) | 2020 Ford Explorer
Playful is certainly the right word for the commercial. A Star White 2020 Ford Explorer ST is out pounding the pavement on a deserted country road when it crosses a caravan of Mad Max-esque characters headed the other direction. Rather than keep on cruising, the Explorer busts a U-turn and heads toward the action.
The Explorer comes upon a Burning Man-like spectacle in the desert complete with giant lawn flamingo, Ferris wheel, and three very ominous looking spires that might be straight out of a Thomas Ligotti story. There’s even a welcome reference to Dennis Hopper’s character in Waterworld.
A couple of folks — a buff dude with a slick-looking Road Warrior getup and a guy juggling on stilts — are taken aback by the strange sight of the pristine Ford Explorer, and even more so when the windows roll down to reveal a family of four. The dad flashes a peace sign, the mom waves, and the daughter takes a photo and flashes a big grin. Unfortunately, they don’t stick around for the proceedings, which no doubt include burning a giant Wicker Man and probably a lot of water being consumed.
Ford will be airing this spot on national television, digital, and social media through the fourth quarter.
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