Ford Driving Dreams Tour , Public Relations

American Sabor

A Ford cross-cultural brand experience.

Ford Motor Company Fund enlisted Comunicad to identify and manage a cultural program which would provide them with a platform to connect with the Latino community and other local stakeholders across the country. Comunicad scouted a number of potential projects and recommended Ford’s support of the nationally traveling exhibition, American Sabor: Latinos in U.S. Popular Music. The exhibition’s music theme provided Ford a universal platform to engage diverse and multigenerational audiences – both Latinos and non-Latinos.

American Sabor, its national tour, and its related programs are made possible by Ford Motor Company Fund. The exhibition, created by EMP Museum and the University of Washington, is traveling to 12 cities. We work closely with the Smithsonian Institution Traveling Exhibition Service (SITES), who has organized the exhibition for travel.

Divided into five sections, American Sabor explores the influence of Latino musicians in post-World War II America through the lens of major centers of Latino music production—New York City, San Antonio, San Francisco, Miami, and Los Angeles.


  • More than 100,000 people have viewed the exhibition.
  • Approximately 50,000 have participated in educational and community programs.
  • Generated more than 13 million media impressions.


  • Univision

  • Tito Puente

  • American Sabor Station

  • La Opinión

  • NBC Latino



  • Viva New York


  • Charter Local Edition