"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."
"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."
A single sentence introduced 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."
Viewers who tuned in to some of the hottest shows in the fall 2005 season
saw their favorite characters experience the thrill of driving the new
Mustang. One of the lead characters on Fox’s "The OC" got behind the
wheel of a new Mustang on Nov. 4, and her vehicle was featured
prominently throughout the season. After past seasons featuring Ford Focus
and F-150, ABC’s "Alias" put Sydney Bristow behind the wheel of a
Mustang early in 2005.
NBC aired the final fall episode of
the hit show "American Dreams" on Nov. 21 commercial-free, sponsored
completely by Ford and included a special five-minute video featuring
Mustang. Ford returned as a primary sponsor of "American Idol" for the
fourth year. Mustang and other Ford vehicles were integrated into the show.
Mustang’s extensive brand integration
continued in multiple publications. In a unique tribute,
Cosmopolitan and its readers select the "Ultimate Mustang
Man". Readers submitted candidates they think embodied the true spirit of the
The 2005 Mustang’s official digital
introduction arrived following months of Internet buzz about the new pony
car. Ford launched the enhanced version of
FordVehicles.com, its consumer
website, in late September 2004, featuring information on the new Mustang and the
company’s entire all-new 2005 showroom. By the end of 2004 year, FordVehicles.com
was expected to generate more than one million requests by
consumers for information on the new products. Nearly one third of those
were for the 2005 Mustang alone.
To coincide with the national
campaign, in November, Ford updated its Mustang site
(FordVehicles.com/cars/mustang) with an interactive MyColor feature that
showcases the 125 different color options available on the 2005
Mustang’s IP. Users also are able to download music from the "Anthem"
commercial featuring Mustang’s V8 exhaust note. Ford shared the secrets
behind "Cornfield" with Mustang fans in December in a special
behind-the-scenes video that was 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
are also featured on Sony PlayStation2’s Gran Turismo 4, complete with a special online reveal promotion.