Analysis and critique - Essay Example

Launching of the commercial for Ford’s the new redesigned 2013 Mustang was the first time, that Ford promoted its muscle car since it launched the Mustang V6 in the year 2010. This paper is an analysis of the 2013 Ford Mustang Commercial. The commercial was created to work in tandem with Mustang Customizer’s success, as well as the downloadable app that allows all visitors to build or customize their own Mustang. This can be done by selecting colors, decals and accessories to complement an already impressive design.

Mustang car owners are a unique market with independence thus like their cars to reflect the personalities that drive them. The Customizer site pays homage to this fact about Mustang owners. The Ford Mustang 2013 commercial was mainly aimed at Mustang owners and enthusiasts. Conventional advertising normally revolves around the product not the client, thus by highlighting how one can customize their Mustang, the target was surely the Mustang enthusiasts. Companies will seek to tout the benefits and performance of a product, seek to sell their items, and expound on how the product will make life better.

Mustang owners are very passionate where their cars are concerned and, rather than just show benefits and features, the new commercial aims at attracting Mustang enthusiasts to the fact that a car is an extension of them. The commercial aims at showing all Mustang enthusiasts that they all have an inner Mustang just waiting to be released. The video commercial for the Ford Mustang was quite successful in attracting enthusiasts to its customizer site. Since the fall, the customizer site, as well as its apps, has been getting very popular, getting more than four million creations of digital Mustangs created (Karotki 1).

This has been coupled to a sixty-two percent increase in the Ford Mustangs’ social network community, especially facebook. Facebook has seen a jump from one million six hundred thousand fans to two million six hundred thousand fans. The app’s downloads have shot to over two hundred thousand, with twenty-five percent of all Mustang digital customizations occurring through a mobile application. The results are a confirmation that the potential seen by Mustang, creating a social platform allowing owners of Mustang cars to have some fun with the Mustang brand, was further enhanced by the commercial.

The social platform also allows them to interact with each other and share Mustang design tips. The advertisement has succeeded in directing its customers to the Mustang site, which was what it set out to do in the first place. The commercial, especially the constantly changing designs and delightful color schemes, have allowed owners to build the Mustang V6, Boss 302 and GT by simply choosing from decals, wheels, trims, and various colors (Karotki 1). The Mustang enthusiasts have been attracted to the customizer page battle, by showing the power of interaction as the car cruises down the streets, where they can compete against each other.

While conventional marketing might have dictated that Mustang utilize its revenue on promoting the Mustang’s revised design, the V8 with four hundred and twenty horse power, or the company’s history, they did not do this. Instead, the company chose this commercial to tout Mustang’s personalization aspect by constantly changi