The Rock is Ford Service Spokesperson

TheSpecialist

Chevrolet may be “like a rock,” but Ford now has “The Rock” on its side.

Ford Motor Co. today said it has hired Dwayne Johnson, the actor and former wrestler known as “The Rock,” to promote its dealerships’ service departments in a new advertising campaign.

The commercials, which start running Oct. 12, feature Johnson leading a crew of technicians called “The Specialists at Ford.” The spots are part of a multiyear deal with Johnson that also will include “a continuous stream” of TV, radio, digital and social-media advertising, Ford said.

Ford said Johnson is a longtime fan of the brand who owns three Ford vehicles, including an F-150 he calls “the black gorilla.”

“His genuine appreciation of the brand makes the alignment of Ford service and Dwayne Johnson a great partnership,” Ford said in a statement.

Johnson has described his customized F-150 as his favorite ride among the vehicles in his collection, which also includes an Aston Martin Vanquish Volante, but his loyalties seemed to be wavering last year. When a follower on Twitter asked Johnson if he’s partial to Chevy or Ford, he responded: “Been a Ford guy for years now. Been eyein’ that new Silverado though.”

ARTICLE BY: Nick Bunkley at nbunkley@crain.com. — Follow Nick on