Ford Motor Company
Ford Mustang Makes an Impression, Literally
Ford set out to go global with its 2015 Mustang reveal in December 2013 (the iconic brand’s first re-design since 2005), and enlisted agency partner Fifteen Minutes to create a “Hollywood” moment for its signature pony car.
With live broadcast reveals set for six cities around the world, the Hollywood shot had to be unique.
With almost 50 years of Mustang featured in film and television, Fifteen Minutes approached the opportunity with the idea that the car is a true celebrity in its own right. With that in mind, several ideas were concepted that would set the car up in situations that are reserved for A-list stars.
The finalized concept was a true ‘first’ for both Ford and Hollywood: the Mustang would be immortalized in cement in front of the historic TCL Chinese Theatre by leaving a tire impression set in cement on the Hollywood Walk of Fame. Fifteen Minutes collaborated with over six additional brand agencies to execute a top-secret reveal.
In addition to a live regional satellite media tour, local news affiliate coverage and a special press event for over 100 invite-only journalists, Fifteen Minutes created a unique time-lapse video that captured the event from start to finish (which was exclusive to the Los Angeles Times). As a result of this worldwide communications initiative, USA Today stated, "is there anyone left on earth who doesn't know there is a new Ford Mustang?"