Ford is launching a new commercial for the redesigned 2013 Mustang that will initially air during the Daytona 500 this weekend. This is the first time that the company has promoted its muscle car on television since it launched the new 2011 Mustang V6 in 2010.
Conventional marketing wisdom might dictate that Ford would use the airtime to promote the 2013 Mustang’s revised design, the 420-horsepower V8 or the pony car’s history of nearly half a decade.
Instead, Ford is touting the personalization aspect of the Mustang, counting on the fact that more than four million people have already built their own version using the online Mustang customizer.
The commercial depicts a real-life version of the customizer, with a variety of bystanders “unleashing their inner Mustang,” turning the car into a custom Mustang GT, Boss 302 or Shelby GT500… and at least one tiny dancer injecting a little darkness into her ballerina outfit for a ride worthy of Natalie Portman.
Earlier this month at the 2012 Chicago Auto Show, Ford unveiled the latest family member, the 2013 Ford Mustang Shelby GT500 convertible, a which boasts the same 650 horsepower as the hardtop.
‚ÄúWe know that Mustang owners are incredibly passionate about their car,‚ÄĚ Matt VanDyke, Ford‚Äôs director of U.S. marketing communications, said in a statement.
‚ÄúRather 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.‚ÄĚ
The Customizer website and mobile app were introduced last fall. In addition to the millions of fantasy Mustang V6, GT, Boss 302 or GT500s built, the Mustang Facebook page has grown 62% to 2.6 million fans.
Ford says the app has been downloaded more than 200,000 times and it accounts for 25% of the digital customizations.
‚ÄúThese results confirm the potential we saw in developing a social platform that lets Mustang owners have fun with the brand, interact and share,‚ÄĚ said Scott Kelly, Ford Digital Marketing manager.
The ad was created to work in tandem with the Customizer and app that allows the user to select the type of Mustang, color, accessories and decals, said Lee Jelenic, Ford Car marketing communications manager.
‚ÄúMustang owners are unique, independent, and like their cars to reflect their personalities. The customizer site and this spot pay homage to that,‚ÄĚ Jelenic said.