The ’10 Unleashed From Ford Mustang

The 2010 Ford Mustang is being supported by 10 mini-documentaries that showcase the car in action. The mini-docs are the end result of a contest from the car brand last spring, where customers (and a couple celebs) were asked to dream big in a Mustang.
The piece below showcases drift racer Vaughn Gittin, Jr. living out his ultimate experience in a Mustang by traveling to Japan–where his sport was invented–and racing with the legends.

Other mini-docs in the series include Queen Latifah at top speed on the race track, illusionist Steve Wyrick incorporating a 2010 Mustang into one of his acts and consumer Roger Keeney driving blindly.
I like the structure of this campaign. What started as consumer generated contest was advanced considerably by an investment in content. In this case the content is housed on a site with the perfect advertainment/utility mix. For instance the ability to “build and price” a new Mustang, and the ability to add custom modifications is integrated right into the site.

About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative direction at Bonehook in Portland, Oregon.