Ford brings back Steve McQueen for Mustang TV drive

by Joe Lepper,, Brand Republic 15-Oct-04, 09:00

LONDON - Ford is to call on movie legend Steve McQueen's portrayal of Lt Frank Bullitt again for its latest advertising push for the redesigned Ford Mustang.

The company last used the late actor's digitally revived image from the cult 1960s movie for a campaign to promote the Puma range, but has brought him back after again negotiations between the actor's estate and Warner Brothers, which released 'Bullitt'.

In this latest outing, to be shown in the US, McQueen is seen emerging from a cornfield before getting in the new 2005 Mustang and tearing off down a country track. Ford had to find a look-a-like of the actor, who died in 1980, and then digitally impose McQueen's face onto the double.

The campaign is part of Ford's biggest quarterly spend on advertising yet of $150 -$200m.

The 60-second commercial, called "cornfield", is part of a campaign called "The road ahead", which will also promote two other new Ford products, the Ford Five Hundred and Freestyle, and has been developed by WPP Group's J Walter Thompson USA.

The advertising firm's co-president Tom Cordner told the New York Times that McQueen and the Ford Mustang were "icons".

It is hoped this latest advertising push will revive the fortunes of Ford's car sales in the US. It has been reported that currently passenger cars make up only 32% of company's sales, down from 42% six years ago.

Young & Rubicam developed McQueen's previous outing for Ford.

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