Brandtique: Ford's Mustang GT

Give Ford a checkered flag for its integration of its latest Mustang into a recent episode of ABCs dating-competition show The Bachelor. The reason is simple: The GT model comes off as an absolute blast to driveand its likely to rocket up the consideration list for a potential buyer.

True, extended scenes in the April 16 show could be mistaken for an infomercial plugging the iconic car: A group of attractive women and the handsome bachelor tool around in the slick roadsters. The way they dodge cones on a track could easily make viewers envious. But it comes off more as entertainment than advertising, and thats the, er, track brand integration gurus want to be on.

Camera shots of the GTs from multiple angles follow the women deftly maneuvering around obstacles (the bachelor rides shotgun), and the footage displays what seems like a slew of plusses for the Mustang: the car handles well, has certain explosiveness and looks cool. (To be fair, some would maintain that even with those attributes, 21st-century Mustangs couldnt hold a candle to the classics.)

The scenes not only show a red model zigging and zagging up close, but rows of yellow ones in the background. Many envious viewers are surely thinking how easy it might be to sneak on the setand zip away in one.

These days, much of the TV product placement involving cars seems to revolve around investigators pulling into crime scenes in sleek SUVs or sports cars or vehicles being given away as prizes in reality-competition shows. But Ford got it right on The Bachelorit not only showed the metal, but showed the metal burning rubber.

There is one curious aspect, however, of Fords decision to link with the female-targeted Bachelor, one of the top product placements of the week, according to iTVX. History suggests that men gravitate toward Mustangs, with the enduring image of them spending a Saturday afternoon under the hood or polishing the sides of a classic version.

But perhaps Ford is looking to boost appeal in the female market, mirroring some changes in racing in general. After all, women are starting to assert themselves at the top levels of the professional ranks with Danica Patrick vying for the Indy 500 title in 2005. Others, like Venezuelan Milka Duno, are taking the wheel. Then again, with the attractive Bachelorettes behind the wheel on the ABC show, maybe Ford thinks its an effective venue to appeal to the men watching.

In the recent episode, four Bachelorettesthe latest edition of the hit features 25 women competing for the heart of naval hotshot Andy Baldwinare chosen to accompany the officer/gentleman to a track. There, theyll take turns steering through the cones on a test track with Baldwin in the passenger seat.

Ostensibly, how the contestants maximize the GTs power300 horses and 0-to-60 in 4.9 secondswill give Baldwin insight into the perfect mate. The content turns out to be less impressive than the product placement. Baldwin says one of the women scared the bejesus out of me, but otherwise, none appear spectacular.

That role is left to the Mustang.

This entry was posted on Tuesday, May 1st, 2007 at 7:00 am and is filed under David Goetzl . You can follow any responses to this entry through the RSS 2.0 feed. You can skip to the end and leave a response. Pinging is currently not allowed.

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