NEW YORK – Ford’s long-awaited Mustang hits dealer showrooms Dec. 9, and the company will re-introduce Americans to the pony car with an estimated $50 million campaign that carries the ambiguous tagline: ‘It is what it was and more.’ A 15-second teaser commercial will start running in mid-November on national network television. Three other 30-second commercials break during December with additional print support maintaining the theme. The overall Ford tagline ‘Have you driven a Ford lately?’ also will be displayed on the campaign. Two of the 30-second commercials from J. Walter Thompson/Detroit were shown last week in New York.
Copyright Adweek L.P. (1993)
Get Adweek's Brand Marketing Daily Newsletter in your Inbox
Today's highs and lows of creativity