General Motors began its sponsorship of the Southwestern Athletic Conference (SWAC) in 2022 with a powerful TV spot directed by Grammy Award-winning director Alan Ferguson and voiced by hip-hop legend Scarface. The campaign was so impactful that GM renewed the partnership and created a refreshed version featuring original music, updated mixing, and a new female voiceover. The spot not only highlights student-athletes, but also celebrates the broader achievements of HBCU students making history across academics, innovation, and culture—reflecting GM’s deeper commitment to empowering diverse talent, especially in STEM fields.