The introductory ad for the 2013 Ford Mustang "Unleash Yours" was debuted during the Daytona 500 back in late February (and a day earlier on Google and Facebook.) It definitely gets the "checkered flag" and a victory lap, both for cleverness in execution, style and effectiveness. Check it out, below.
The ad nails it by understanding that Mustang is an aspirational brand that everyone has, at one time, wished it could own and envisions what THEIR car would look like if their wishes came true.
The ad features four people viewing the new car as a runs down a city street: a woman, a tatooed chef, a cyclist and a little girl. Each see the car in their own favorite colors, exemplified by the clothes their personal styles and clothes.
The girl, wearing a pink tutu, blows away stereotypes by envisioning something far more radical than a pretty little pink car one would assume she'd enjoy.
Since last Fall, Ford has played up the aspirational character of the brand with the Mustang Customizer, which tempts fans of the car with the tagline, "Deep down, you know you want to," and allows users to choose color, transmission type and other packages (which quickly add to the $22,000 base price, as it's tabulated below the car.)
Clearly, the customizer, which has been used by four million fans, and the video, which has had over a million views on YouTube, has struck a nerve, as has the car.
"We know that Mustang owners are incredibly passionate about their car," says Matt VanDyke, director of U.S. Marketing Communications for Ford. "Rather than just show features and benefits, our new ad demonstrates how people see the product as an extension of who they are. We believe that everyone has an inner Mustang just waiting to be unleashed.”
2013's Mustang iteration looks as classic and beautiful as it always has (except for a while there in the late 80s and early 90s, but let's not ruin a good discussion here.)
New for 2013 are some seriously bad-ass headlamps which powerful LEDs, and a slicker hood design that droops over the classically-refined grille. The tail lamps look like they belong on a Mustang, and the optional chrome rear section, which surrounds the badge, is quite impressive.
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