bud4660
10-15-2004, 07:34 AM
Passing along cool stuff - McQueen Lives!
THE 2005 MUSTANG: THE LEGEND LIVES
New Ford Division Advertising Campaign
Mustang's 40-year history in American pop culture cues the all-new
2005 Mustang launch through music, video gaming and integration into
high-visibility shows like "The OC," "Alias" and Sony PlayStation®2's
Gran Turismo 4 ?.
Ford celebrates Mustang's authentic, untamed American spirit in
advertising with a special appearance by Steve McQueen as well as the
Star Spangled Banner.
DEARBORN, Mich., Oct. 15, 2004 ? As the eagerly anticipated new 2005
Mustang begins arriving in dealer showrooms, Ford is introducing the newest
version of its beloved pony car in a marketing campaign befitting its
status as an automotive icon. Themed "The Legend Lives," the advertising
approach is built around one truth: The 2005 Ford Mustang is the embodiment
of authentic, untamed American spirit.
Ford and J. Walter Thompson USA have teamed to develop a comprehensive
marketing plan that draws on Mustang's heritage and is designed to resonate
with today's customers.
"We want to reach Mustang customers on an emotional level that's worthy of
an American legend," said Rich Stoddart, marketing communications manager,
Ford Division. "All of our advertising positions the new Mustang as more
than just a car ? it's a one-of-kind automotive icon."
Television Advertising
"Mustang is not about words," said Stoddart. "You don't read about a
Mustang ? you see it, feel it, and experience it as you're driving. We're
making an emotional statement with our advertising approach because Mustang
will galvanize customers ? and it speaks for itself."
"Cornfield" brings viewers to a familiar setting as a farmer carefully
bulldozes a special path in hopes of fulfilling a promise. Soon the path is
paved with asphalt, and a racecourse emerges in the middle of the
cornfield. At dusk, the farmer pulls open big red barn doors to reveal a
new Mustang GT. He drives it onto the track to the starting line, then
stops and gets out of the car. Cornstalks begin to sway as a man approaches
from deep within the field. Steve McQueen makes a special appearance. He
stares at the Mustang. The farmer tosses him the keys and McQueen drives
the new Mustang off into the sunset. The voiceover ends the piece with the
product tagline, "The 2005 Mustang. The Legend Lives." Before it debuts on
television, "Cornfield" will premiere in movie theaters on Oct. 29.
"Anthem" engages the viewer in a 60-second celebration of Mustang history
and the American spirit. Set in Utah's Monument Valley, the ad visually
captures the freedom of America's wide-open spaces. A red 2005 Mustang GT
provides the centerpiece for the ad, "watching" brand-defining Mustang
moments from the past, along with images introducing the all-new vehicle.
Its signature V-8 exhaust note rumbles into a distinctive tribute: a unique
automotive rendition of "The Star Spangled Banner."
"Customers have told us Mustang is America's sports car ? and it's the only
vehicle that lives up to this unique musical salute," said Stoddart. "To
drive a Mustang is to drive freedom. Mustang is America's sports car and it
deserves to be celebrated that way."
Mustang's television advertising begins on Nov. 4 with two teaser ads,
followed by two 60-second commercials.
Print Advertising
A single sentence introduces American readers to the eagerly awaited 2005
Ford Mustang: "Give us your untamed, your assertive, your leadfoots
yearning to be free." The new pony car will appear in a series of print ads
that, like this one, are surprisingly light on text.
Instead of detailing new features or improved product attributes, the print
ads communicate a single message. Each of the two-page spreads is a
different interpretation of what it means to be a living legend. Simply, as
one Mustang ad states, "One of the top five reasons America is cooler than
any other country."
Brand Integration
Viewers who tune in to some of the hottest shows in the fall season will
see their favorite characters experience the thrill of driving the new
Mustang. One of the lead characters on Fox's "The OC" will get behind the
wheel of a new Mustang on Nov. 4, and her vehicle will be featured
prominently throughout the season. After past seasons featuring Ford Focus
and F-150, ABC's "Alias" will put Sydney Bristow behind the wheel of a
Mustang early in 2005.
Look for a different kind of role for Mustang on the hit show "American
Dreams" this season. NBC will air the final fall episode on Nov. 21
commercial-free, sponsored completely by Ford and including a special
five-minute video featuring Mustang. Beginning in January, Ford returns as
a primary sponsor of "American Idol" for the fourth year. Mustang and other
Ford vehicles will be integrated into the show this season.
Mustang's extensive brand integration continues in multiple publications
this season. In a unique tribute, Cosmopolitan and its readers will begin
looking for the ultimate Mustang Man. Readers will submit candidates they
think embody the true spirit of the Ford Mustang.
Digital
The 2005 Mustang's official digital introduction arrives following months
of Internet buzz about the new pony car. Ford launched the enhanced version
of fordvehicles.com, its consumer website, in late September, featuring
information on the new Mustang and the company's entire all-new 2005
showroom. By the end of this year, fordvehicles.com is expected to generate
more than one million requests by consumers for information on the new
products. Nearly one third of those will be for the 2005 Mustang alone.
To coincide with the national campaign, in November, Ford will update its
Mustang site (fordvehicles.com/cars/mustang) with an interactive MyColor?
feature that will showcase the 125 different color options available on the
2005 Mustang's IP. Users also will be able to download music from the "
Anthem" commercial featuring Mustang's V8 exhaust note. Ford will share the
secrets behind "Cornfield" with Mustang fans this November in a special
behind-the-scenes video that will be available on fordvehicles.com.
Because video gaming plays such a prominent role in today's mainstream pop
culture, Ford is developing a custom-built online video game featuring
Mustang and Ford GT. Both vehicles also will be featured on Sony
PlayStation®2's highly anticipated car game Gran Turismo? 4, complete with
a special online reveal promotion.
Grass Roots
The 2005 Mustang may just be arriving in showrooms, but millions of
consumers around the country have already had their first close-up look at
the new car, thanks to Fun Ford Weekends, Ford Innovation Drives, the Ford
Experience Tour, and Mustang Club of America Events. These events, held in
large cities as well as in small towns throughout the country, have helped
introduce several generations of fans to the new Mustang.
Sincerely,
Dave Marchand
Mustang/Thunderbird Club Center Coordinator
THE 2005 MUSTANG: THE LEGEND LIVES
New Ford Division Advertising Campaign
Mustang's 40-year history in American pop culture cues the all-new
2005 Mustang launch through music, video gaming and integration into
high-visibility shows like "The OC," "Alias" and Sony PlayStation®2's
Gran Turismo 4 ?.
Ford celebrates Mustang's authentic, untamed American spirit in
advertising with a special appearance by Steve McQueen as well as the
Star Spangled Banner.
DEARBORN, Mich., Oct. 15, 2004 ? As the eagerly anticipated new 2005
Mustang begins arriving in dealer showrooms, Ford is introducing the newest
version of its beloved pony car in a marketing campaign befitting its
status as an automotive icon. Themed "The Legend Lives," the advertising
approach is built around one truth: The 2005 Ford Mustang is the embodiment
of authentic, untamed American spirit.
Ford and J. Walter Thompson USA have teamed to develop a comprehensive
marketing plan that draws on Mustang's heritage and is designed to resonate
with today's customers.
"We want to reach Mustang customers on an emotional level that's worthy of
an American legend," said Rich Stoddart, marketing communications manager,
Ford Division. "All of our advertising positions the new Mustang as more
than just a car ? it's a one-of-kind automotive icon."
Television Advertising
"Mustang is not about words," said Stoddart. "You don't read about a
Mustang ? you see it, feel it, and experience it as you're driving. We're
making an emotional statement with our advertising approach because Mustang
will galvanize customers ? and it speaks for itself."
"Cornfield" brings viewers to a familiar setting as a farmer carefully
bulldozes a special path in hopes of fulfilling a promise. Soon the path is
paved with asphalt, and a racecourse emerges in the middle of the
cornfield. At dusk, the farmer pulls open big red barn doors to reveal a
new Mustang GT. He drives it onto the track to the starting line, then
stops and gets out of the car. Cornstalks begin to sway as a man approaches
from deep within the field. Steve McQueen makes a special appearance. He
stares at the Mustang. The farmer tosses him the keys and McQueen drives
the new Mustang off into the sunset. The voiceover ends the piece with the
product tagline, "The 2005 Mustang. The Legend Lives." Before it debuts on
television, "Cornfield" will premiere in movie theaters on Oct. 29.
"Anthem" engages the viewer in a 60-second celebration of Mustang history
and the American spirit. Set in Utah's Monument Valley, the ad visually
captures the freedom of America's wide-open spaces. A red 2005 Mustang GT
provides the centerpiece for the ad, "watching" brand-defining Mustang
moments from the past, along with images introducing the all-new vehicle.
Its signature V-8 exhaust note rumbles into a distinctive tribute: a unique
automotive rendition of "The Star Spangled Banner."
"Customers have told us Mustang is America's sports car ? and it's the only
vehicle that lives up to this unique musical salute," said Stoddart. "To
drive a Mustang is to drive freedom. Mustang is America's sports car and it
deserves to be celebrated that way."
Mustang's television advertising begins on Nov. 4 with two teaser ads,
followed by two 60-second commercials.
Print Advertising
A single sentence introduces American readers to the eagerly awaited 2005
Ford Mustang: "Give us your untamed, your assertive, your leadfoots
yearning to be free." The new pony car will appear in a series of print ads
that, like this one, are surprisingly light on text.
Instead of detailing new features or improved product attributes, the print
ads communicate a single message. Each of the two-page spreads is a
different interpretation of what it means to be a living legend. Simply, as
one Mustang ad states, "One of the top five reasons America is cooler than
any other country."
Brand Integration
Viewers who tune in to some of the hottest shows in the fall season will
see their favorite characters experience the thrill of driving the new
Mustang. One of the lead characters on Fox's "The OC" will get behind the
wheel of a new Mustang on Nov. 4, and her vehicle will be featured
prominently throughout the season. After past seasons featuring Ford Focus
and F-150, ABC's "Alias" will put Sydney Bristow behind the wheel of a
Mustang early in 2005.
Look for a different kind of role for Mustang on the hit show "American
Dreams" this season. NBC will air the final fall episode on Nov. 21
commercial-free, sponsored completely by Ford and including a special
five-minute video featuring Mustang. Beginning in January, Ford returns as
a primary sponsor of "American Idol" for the fourth year. Mustang and other
Ford vehicles will be integrated into the show this season.
Mustang's extensive brand integration continues in multiple publications
this season. In a unique tribute, Cosmopolitan and its readers will begin
looking for the ultimate Mustang Man. Readers will submit candidates they
think embody the true spirit of the Ford Mustang.
Digital
The 2005 Mustang's official digital introduction arrives following months
of Internet buzz about the new pony car. Ford launched the enhanced version
of fordvehicles.com, its consumer website, in late September, featuring
information on the new Mustang and the company's entire all-new 2005
showroom. By the end of this year, fordvehicles.com is expected to generate
more than one million requests by consumers for information on the new
products. Nearly one third of those will be for the 2005 Mustang alone.
To coincide with the national campaign, in November, Ford will update its
Mustang site (fordvehicles.com/cars/mustang) with an interactive MyColor?
feature that will showcase the 125 different color options available on the
2005 Mustang's IP. Users also will be able to download music from the "
Anthem" commercial featuring Mustang's V8 exhaust note. Ford will share the
secrets behind "Cornfield" with Mustang fans this November in a special
behind-the-scenes video that will be available on fordvehicles.com.
Because video gaming plays such a prominent role in today's mainstream pop
culture, Ford is developing a custom-built online video game featuring
Mustang and Ford GT. Both vehicles also will be featured on Sony
PlayStation®2's highly anticipated car game Gran Turismo? 4, complete with
a special online reveal promotion.
Grass Roots
The 2005 Mustang may just be arriving in showrooms, but millions of
consumers around the country have already had their first close-up look at
the new car, thanks to Fun Ford Weekends, Ford Innovation Drives, the Ford
Experience Tour, and Mustang Club of America Events. These events, held in
large cities as well as in small towns throughout the country, have helped
introduce several generations of fans to the new Mustang.
Sincerely,
Dave Marchand
Mustang/Thunderbird Club Center Coordinator