Mustang Chills Out in JWT' s 'Fargo' Spot | Adweek
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Mustang Chills Out in JWT' s 'Fargo' Spot

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DETROIT Ford Motor Co. will launch its campaign for the new 2005 Mustang convertible with a humorous spot that debuts during the Super Bowl pre-game show on Feb. 6, a company representative said.

In the spot, created by JWT in Detroit and set in a frigid winter locale, a Crown Victoria Police Interceptor approaches a Mustang convertible, which is idling at a green light. An officer gets out of the cruiser and asks the unresponsive driver to move along in a manner that dryly evokes the deadpan humor of the movie Fargo, the rep said.

"To be memorable among the other Super Bowl ads, we knew we had to be very, very interesting with some unexpected twist," said Marty Collins, Ford Division general manager, in a statement. The new Mustang spot "showcases the insatiable desire people have to drive a Mustang convertible."

The spot was shot on a day when "the temperature was zero and the wind chill was 50 below," said Collins. "That was certainly an unexpected environment for the debut of a convertible sports car."