New Breed

The Work

We knew in order to reach new audiences for Ford– and be taken seriously in this new electric world–we needed to rip up the typical legacy auto rulebook on how to reveal a car and do it in a totally new way.

Only one problem: the vehicle was still in development. So, we made our weakness our strength by treating every piece of information we shared like it was a leak to the public.

The Art of the Tease

Ford had followed a tried and true blueprint for new vehicle reveals for years, following the rules of the automotive industry. We decided to break those rules.

First, we revealed the shape to the world–confirming this was, in fact, an electric Mustang SUV. Typically, auto makers will reveal a “three-line sketch” of a new car’s shape early on to the press. Instead, we partnered with light artists SOLA and hid the shape in influencer’s posts, leaving it up to the audience to put the puzzle together–with the press following not far behind.

Jimmy Kimmel helps reveal the Mach-E

We then partnered with Jimmy Kimmel and created a funny top secret mission to have Guillermo sneak into the Mach-E reveal location and try and see the Mustang.

Launch Film

Finally, coinciding to the livestream reveal event, we released a launch film starring Idris Elba, introducing the electric that no one expected from Ford–and welcoming the Mach-E into the Mustang family.