Over the past decade, a number of minority-owned agencies have been hired by major automakers to target specific demographics. In many cases, these successful agencies believed they could do a better job of reaching African Americans or Hispanics than the general-market ad agencies.

However, many of the multicultural agencies, just like the general-market agencies, have used high-profile celebrities, too. For instance, several years ago Chrysler general-market ad agency signed Grammy Award winner Celine Dion to a three-year $14-million deal to push its vehicles. Unfortunately, the Canadian-born singer couldn't attract enough shoppers to buy a Chrysler, so the commercials were axed after receiving a bevy of complaints from dealers.

And when the Chrysler 300 was super hot several years ago, its general-market agency ads featured Lee Iacocca, the former chairman of the Chrysler Corporation and one of the key designers of the original Ford Mustang, in a commercial with actor and rapper Snoop Dogg.

What an odd pairing? Many believed the ad agency should have recruited Ralph Gilles, a person of color who happened to oversee the design of the 300, to be featured in the ad with Iacocca, as opposed to Snoop Dogg, who wasn't affiliated with the auto industry.

Unlike Chrysler and Ford, GM has used high-profile entertainers and some industry insiders to move their products. Most recently, it hired retired NFL player Howie Long to promote Chevy to the general market, while its urban ad agencies, over the past few years, enlisted the assistance of entertainers Mary J. Blige and T. I. to push the brand.

Unlike the imports, the domestic automakers have several African American key designers on staff. GM has used African American interior designer Michael Burton in a number of its radio and print ads to promote the Buick Enclave. This may have attributed to the success of the vehicle in relaunching the stale brand. On the other hand, many believe the Escalade was so successful because of its appearance in several rap videos.

Now Ford has an opportunity to break the mold by not using a high-profile celebrity with its all-new redesigned 2010 Taurus. We hope the company makes the right move, and saves money, by using Earl Lucas, the African American exterior designer of the swanky-looking, technologically-sophisticated Taurus. Unlike the previous generations of Taurus, this is one you want to be seen in -- especially when you're cruising the streets.

Who would you prefer to see or hear in a car ad: an entertainer or a car designer? Which one could have a greater impact on the community? Since African Americans are trendsetters, wouldn't it make since for Ford to use Lucas to connect with our community? Wouldn't it be great if all of the multicultural ad agencies stop stereotyping us, too? Although we may love music, is that the only means to connect with the community? We're not a monolith, according to a 2007 National Public Radio/Pew Research Center poll. Did music help Obama get elected or was it his charming intellect and swagger?

By using designers, this not only would inspire a new generation of creative energy outside of the music industry, but more importantly embody Obama's philosophy: "Yes We Can." Furthermore, the company designers could earn some promotions too and become influential decision makers like Ed Welburn Jr., a Howard University graduate and GM's vice president of Global design.

When multicultural ad agencies reach out to high-profile entertainers, do these folks really have an impact on shifting the paradigm of the corporate structure or are they following the same path as the general-market ad agencies they once complained about?

To learn more about Jeff Fortson's online car-buying forum, drive over to www.JeffCars.com.