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After skipping the Super Bowl last year, Ford is back with a 90-second pre-kickoff spot from Global Team Blue. Rather than promoting a single car model, the spot attempts to redefine the entire company as a forward-looking technology brand. It showcases nontraditional endeavors like bike sharing and a shuttle service, as well as more typical offerings like self-driving cars, GPS navigation and the Ford GT supercar. Actor Bryan Cranston voices the spot, which is set to Nina Simone’s "I Wish I Knew How It Would Feel To Be Free." After the Super Bowl, the spot will continue to run throughout the year, as well as during the Grammy Awards.