BRANTLEY GILBERT GETS IN GEAR WITH FORD CAMPAIGN

Valory/BMLG’s Brantley Gilbert recently teamed up with Ford for a major promotion, as the auto giant learned through research (more about that in a minute) that the Nashville star was a favorite among its customers. The partnership is announced as Gilbert’s new single, “The Ones That Like Me,” hits Top 20 at Country radio, and his tour of the same name coincides with Ford Truck Month.

Ford is hosting sweeps for a VIP backstage meet-and-greet with Gilbert in Nashville on 5/4, with a promo campaign, featuring the single and highlighting the artist-brand partnership, slated to run for six weeks on an array of platforms, including radio, streaming services, socials, live events and more.

The singer/songwriter was tapped for the campaign after Ford used something called Music Audience Exchange (MAX), which we’re told sorts from 765 genres and 1.8m artists. Since we’re usually baffled by such matters, we’re grateful for Gilbert’s no-B.S. explanation: “It’s one of those tech things that measures people’s tastes and then sorts out what it all means,” he says. “When they looked at Ford truck folks’ favorites, I came up, which was awesome. Then they reached out to us.” He adds that he was impressed by Ford’s commitment to provide “a deeper look” into Gilbert and his music, with an emphasis on the new song.

Gilbert is a lifelong Ford driver, and thus a fitting ambassador for the brand. “I like things that are built to last, that can hang tough; you can really work hard, play hard and go where you need to go,” he told us. “For me, there’s nothing like a Ford truck to stand up to the beating, year after year.”

“I try to only partner with things I can believe in,” he adds. “Ford Trucks are one of those things you can depend on. Where I’m from, it’s what you drive; they’re serious trucks for work—or for life."

In the video for the campaign, Gilbert underscores that he’s a dad and husband first, and a musician second. “Before anything else, I want to take care of my family, to make sure they’re safe and not just taken care of, but really loved,” he points out. “That’s why I do what I do.”

That sense of responsibility also informs his involvement in a program, in tandem with Disabled American Vets (DAV), that pairs veterans with companion animals. “What’s even cooler is that all the animals come from shelters; they’re trained and then teamed with a vet,” he points out. “So, literally, rescues are rescuing these brave vets who have served our country so proudly and made sacrifices for all of us.” Gilbert notes that the program has been part of his tour for a few weeks; the participating vets have submitted essays about why they’d like a companion animal.

“When you see the look on a vet’s face when they first see their dog,” he marvels, “you realize there are so many ways we can make other people’s lives better.”