Actor Dwayne “The Rock” Johnson will head a new advertising campaign aimed at enticing buyers to bring their vehicles back to Ford dealerships for service.

The campaign, dubbed “The Specialists at Ford,” will feature the Johnson as the leader of an elite crew of Ford technicians highly trained and equipped to provide the best vehicle repair and maintenance service.

Johnson is a longtime fan, the automaker says, with three Fords in his garage, including an F-150 pickup said to be his favorite.

TV ads launch Oct. 12, followed by radio, digital and social-media spots.

The spokesman deal is multiyear and will feature a “continuous stream of new content,” Ford says. Terms of the contract were not disclosed.

Television ads will begin running Monday, Oct. 12, followed by radio, digital and social-media spots.