The 2005 Mustang: The Legend Lives

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.

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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.