Mach-E reveal

Unveiling a new icon

Mustang is more than a car, it’s a part of culture. Our job was to not simply launch this car but to celebrate its future by sharing its incredible story with millions around the world.

For the first time in 55 years, Ford expanded the Mustang family, bringing the famous pony into the electric age with the Mustang Mach-E, an all-new, all-electric SUV born of the same all-American ideals that inspired the best-selling coupe in the world.

We challenged Ford to think beyond a launch event and create a cultural moment that would engage the loyal Mustang fanbase and inspire a whole new generation of future Mustang owners.

An electrifying reveal

We created a TV show format, starring Idris Elba, with special guests including Ken Block, Molly McQueen, Billy Johnson, Ben Collins and Bill Ford. The fast-paced show from the Jet Centre Los Angeles took the audience on a journey of what the Mustang has always meant to fans, and why the time is right for an all-electric Mustang to join the stable.

Community moment

The show had Detroit swagger with the reveal featuring the incredible Detroit Youth Choir and a 28ft high giant pony used as a platform for projection mapping. The evening culminated with the reveal of the Mustang Mach-E GT alongside its stablemates.

Experience Design & Technology Awards:
Best Integrated Digital & Live Campaign
Best Stage Design

Chief Marketer PRO Awards:
Best Vehicle-Based Campaign

For the audience

For the 5.9 million+ viewers on X, 1.3 million viewers on Facebook and millions that watched on Instagram, this launch surely captivated many. The depth of content came from the engaging format and special guests.

For the brand

The value for the brand came from the huge numbers that tuned in to watch the launch and engaged in the content. This included millions of views across social media and ensured the launch was the third highest reaching global product reveal of 2019.