Black women-owned businesses are vital to the economy and are among the hardest hit by the impacts of the pandemic. Mastercard is announcing the Strivers Initiative, a consumer-facing platform, elevating the visibility of Black female business owners overcoming obstacles to maintain and grow their business, as role models for the community and future generations. The initiative kicks off with this national Mastercard spot featuring Black women business owners from across the U.S. and Grammy Award-winning singer/songwriter Jennifer Hudson.
In the commercial–directed by Child and produced by female-owned production house Little Minx for agency McCann XBC–Hudson’s rendition of “Ain’t No Mountain High Enough,” produced by will.i.am, serves as an anthem for Black women business owners across the country who are paving their Path to Priceless and whose businesses serve as pillars for their communities.
The initiative will include a grant program in partnership with Fearless Fund, a VC fund built by women of color for women of color. This will be complemented by a multi-city educational road show driving awareness of the state of women and minority-owned business in cities across the U.S. and providing insights into progressive actions cities can take to foster an equitable business climate.
Credits
Client Mastercard Agency McCann XBC Pierre Lipton, global executive creative director; Pete Jones, Cinzia Crociani, executive creative directors; Caro Rebello, Artur Lipori, creative directors; Amanda Caldari, sr. copywriter; Marina Ferraz, art director; Ana Miraglia, copywriter; Tatjana Gall, designer; Judy Nierman, SVP, executive producer; Doug Harrison, producer; Eric Johnson, executive integrated music producer; Dan Gross, music producer; Oriol Bombi, EVP, global strategy director; Danielle Noto, VP, strategy director; Emily Kearns, social strategy director; Kristen Levy, social strategist; Colleen Gleason, sr. strategist. Production Little Minx Child, director; Rhea Scott, president; Helen Hollien, exec producer; Annalise Rowane, line producer; Rachel Morrison, DP. Editorial Rock Paper Scissors Chris Mitchell, Frank Snider, editors; Lisa Barnable, producer. Postproduction Method Studios
This trailer promotes Charge Around The Globe, a new adventure docuseries that follows record-breaking traveler Lexie Limitless on an extraordinary journey to circumnavigate the globe in an electric vehicle--traveling over 30,000 kilometers across six continents, all in pursuit of one world record. The three-part series on Prime Video in the U.K. showcases the capabilities of modern electric vehicles while immersing viewers in the numerous experiences and challenges Lexie encounters throughout her journey. As she navigates various challenges throughout her trip, Charge Around the Globe serves as a testament to the spirit of exploration. Ford, Wieden+Kennedy London and WracK teamed on the series.
The documentary aims to address the primary concern hindering many consumers from transitioning to electric: doubts about the range and capability of electric vehicles. As a 120-year-old brand, Ford looked to its past as inspiration for the switch that’s taking place today. Over a century ago, pioneering explorer Aloha Wanderwell set off from Nice at the age of 16 to become the first woman to drive around the world in a Ford Model T. Now, in 2024, we get to see Lexie, the youngest person to visit every country in the world, take to the wheel of the electric Ford Explorer, reinventing that historic journey for a new generation. Along the way, she meets extraordinary people, navigates difficult terrains, and faces the challenges of a constantly evolving charging infrastructure that puts her to the test.
“Charge Around The Globe has been the ultimate test drive for our new electric Ford Explorer. We took on every kind of weather and road condition and dealt with just about every charging scenario. The journey embodies the true... Read More
