Ford Motor Company is increasingly dedicated to message strategies that give social meaning to its brand. As an example, this chapter cites Ford's partnership to develop African-American family films with Ford models making cameo appearances. Ford's most popular venture into social situations is the Ford Music Video series- branded entertainment produced exclusively for American Idol. Research this multi-season music video campaign and answer the following questions: What desired social meaning does Ford want to convey to audiences? What are the benefits and risks to showing Ford music videos during the American Idol program?