Intending to run its new Mustang ad only on Hispanic TV, Ford has decided to air the spot--which ties into this summer's release of The Mask of Zorro--nationally.
The commercial, by Zubi Advertising Services in Coral Gables, Fla., features actors playing Zorro and a damsel fleeing from a villain. In the TV spot a black Mustang convertible "stand-ins" for the hero's ebony steed.
Actress Catherine Zeta Jones, who co-stars in the movie with Antonio Banderas and Anthony Hopkins, spent three days shooting the commercial with Zubi.
The Hispanic media buy for the spot is $1-2 million. The national buy, on sports programming, adds another $5 million. In addition, car dealers, who convinced Ford to air the ad nationally in an English version, are running it in their local markets with merchandising programs being developed by Zubi.
The joint marketing effort among Ford, Sony Pictures and TriStar Pictures/Amblin Entertainment made sense to Zubi, Ford's Hispanic agency of record since 1996.
"Zorro is really the only Hispanic 'superhero' that transcends all [Latino] ethnicities," said Zubi executive vice president Joe Zubizaretta, adding, "To my knowledge, this is the first time that a major summer blockbuster has tied in specifically [to] the Hispanic market" with cross-promotion efforts.
The ad campaign breaks May 4. The Mask of Zorro opens in theaters nationwide July 17.
Mustang is one of Ford's success stories this year, with January- March sales up 42 percent .