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Our idea: show a woman "speed dating" with eligible bachelors—and get them in a 2015 Mustang to let the woman display her professional stunt driving skills.
Tackling the myth of the bad female driver, we presented an image of a powerful, skilled woman pulling a driving prank on men when she is most expected to be traditionally feminine—a date.
For Mustang Speed Dating, we wanted to show a female stunt driver in a Ford being her authentic self, using skills that break the stereotype that women should be demure, or that women aren't great drivers.
Our driver embraced the power of a V8 engine in the 2015 Mustang—a "muscle car" that summons ideas of men exerting their strength.
In 2015, our strategic insight leads with the truth that women want more than just to not be stereotyped. Our brand positioning, "Live out loud," focuses on personal empowerment by showing women as individuals and not as a monolith.
Our strategy was to reject stereotypes and just show a woman being an independent, powerful and authentic.
The driver, Prestin, embodies Ford's modern woman: She's more than any one thing; she's feminine and bold, courageous and quiet.
First, we expect content such as this to resonate with women in a way that makes them feel favorably toward our brand, and to show that Ford is a brand for a person like them.
Second, we expect to use our brand clout to contribute to a larger conversation about gender stereotypes with hopes of seeing shifts in those attitudes in both advertising and society overall.Instead, we showed the world a woman who was comfortable with her beauty, brains and brawn.