DEARBORN, Mich. — The new advertising campaign that Ford is rolling out aims to reach out to the African-American community and share not only the story of the company's turnaround, but recognize some of the African-American executives at Ford who have played a big role in the automaker's success.

Through print, radio and digital ads targeted toward the African-American community, the "ALL IN" campaign strives to show where the company has thrived when it comes to quality, technology, the environment and the community. The campaign is also slated to include event integrations.

Ford plans for its turnaround story to be shared "through the eyes of individuals who play a key role in shaping Ford Motor Co."

It aims to show some of the "behind-the scene moment and collective efforts" in rebuilding Ford to consumers who may know about Ford's success, but might not be aware of all that went into it.

"Our strategy with the ALL IN campaign was simple — we wanted to share Ford's turnaround story in a way where we could highlight the ALL IN approach that had to come into play as it relates to individuals from all areas of the business coming together to reach common goals," stated Shawn Lollie, multicultural marketing manager at Ford. 

"Through this campaign, we get the chance to tell some of those stories while also shining a spotlight on key African-American executives inside Ford who helped to create the Ford of today," Lollie added.

Looking at one of the various aspects of the campaign, CBS Sports personality James Brown will play a big role in the digital avenue.

The sports commentator will narrate a series of online videos that share Ford's story. As part of this, there will be one-on-one conversations with the following Ford leaders:

—Bennie Fowler, Ford's group vice president of global quality

—John Viera, Ford's director of sustainable business strategies  

—Pamela Alexander, director of community development for the Ford Motor Co. Fund

—Jason Johnson, one of Ford's product development engineers.

Brown will moderate these discussions, the Ford leaders will talk about their own experiences as well as the Ford's "past, present and future."

The videos can be accessed at www.fordurban.com, where more information on the "ALL IN" can be found, as well. The videos will also be featured at various major African-American-sponsored events.