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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.
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