Rihanna’s American Sign Language interpreter, Justina Miles, went viral for her performance at the 2023 Super Bowl, leading to a wave of sign language covers of songs across social media. Ford taps into this trend with a campaign created in collaboration with the British Deaf Association.
The effort, by Wieden+Kennedy London’s social creative studio, Bodega, kicks off with a 45-second film directed by Yago Hunt-Laudi and starring British Sign Language creator Charis and deaf performer Lisa Kelly.
The pair step into a Ford Mustang Mach-E electric sport-utility vehicle and engage its BlueCruise assisted driving mode, leaving their hands free to perform Labrinth’s “Express Yourself.”
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