Ford UK has joined forces with the British Deaf Association to show how new hand-free assisted driving technology can aid the deaf community with a new music-centred spot.
Created by Wieden + Kennedy, the spot is a BSL sign language video which highlights Must ang Mach-Es hands-free assisted driving mode, while also incorporating a purpose angle which highlights what this means to the deaf community.
Tapping into the popular social media trend of deaf people doing British Sign Language covers of popular songs online, Ford partnered with the British Deaf Association to celebrate BSL covers of popular songs starting with ‘Express Yourself’ by English musician Labrinth.
Directed by Yago Hunt-Laudi, the film stars up and coming BSL influencer Charis and Deaf performer Lisa Kelly singing the entire song hands free.
It comes after the automaker became the first to introduce “hands off, eyes on” advanced technology in 2023.
W+K London senior creative Winona Wee said: “This was such an exciting campaign to create, and we’re so happy to have been able to help shine a light on BSL & give it the swagger it deserves.”
“As a team, all of us actively listened and learnt more about the Deaf community with our conversations with Rebecca, the CEO of the British Deaf Association, to ensure a smooth production. We were also given sign names by our interpreters and learnt basic BSL over the course of the project.”
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Directed by Yago Hunt-Laudi, the film stars up and coming BSL influencer Charis and Deaf performer Lisa Kelly singing the entire song hands free.
“Fostering conversations and initiatives focused on accessibility is crucial for breaking barriers and raising awareness about the Deaf community,” said Wieden + Kennedy London senior creative Winona Wee.
British Deaf Association chief executive officer Rebecca Mansell said: “At the British Deaf Association, our vision is to have Deaf people fully participating and contributing as equal and valued citizens in wider society.”
She added that the campaign is a “significant step towards this vision” because it brings BSL into the mainstream.
“Fostering conversations and initiatives focused on accessibility is crucial for breaking barriers and raising awareness about the Deaf community,” she added.
Ford BlueCruise hands-free technology is helping drivers across the UK take a step into the future,” said Ford UK and Ireland passenger vehicle director Catherine Blee.
“Motorway driving can be a mundane place to be, but BlueCruise has demonstrated how technology can do a lot of the heavy lifting for drivers and allow for a more enjoyable and less stressful experience,” she added.
