Nearly a year after the late 2Pac got resurrected at the annual Coachella music festival, popular car maker Ford is reportedly keeping Makaveli’s legacy alive.
According to reports, Ford has used one of the rap icon’s poems to promote a new vehicle.
For a man who is no longer alive, Tupac Shakur manages to get a lot done. First he’s performing with Snoop Dogg and now he’s teaming up with Ford to push the new Fusion. He’s still got good taste; that’s a slick looking car. He might not have been available to read it himself, but his poem “The Rose That Grew From Concrete” is read aloud as four men extract a red 2013 Ford Fusion from a block of concrete. The new Fusion is certainly beautiful, but is it worthy as a rose to this poem? (Complex)
In Pac’s poem, he emphasizes the ability of beauty stemming from unexpected places.
“Did you hear about the rose that grew from a crack in the concrete?” the poem says. “Proving nature’s law is wrong it learned to walk without having feet. Funny it seems, but by keeping its dreams, it learned to breathe fresh air. Long live the rose that grew from concrete when no one else ever cared.” (“The Rose That Grew from Concrete”)
Ford has reportedly used the rapper’s words to spark interest in the black community.
The 2013 Ford Fusion is being marketed with the help of the late Tupac Shakur, the murdered rapper who has been called “an ambassador of the dispossessed.” Ford said it is delivering a “riveting message to the African American community” with its Fusion marketing campaign that uses Shakur’s poem, “The Rose That Grew from Concrete.” The automaker says the poem is the “perfect description for the way the new Fusion’s design came to be.” (Keep It Trill)
A posthumous album based on Shakur’s poetry dropped over a decade ago.
The Rose That Grew from Concrete is an album based on the poetry of Tupac Shakur, released in 2000. This album features a large cast of celebrities reading Shakur’s poetry and writing, much in the spirit of a traditional spoken word album. (Wikipedia)
Check out the Ford commercial: