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.
Our strategy was to reject stereotypes and just show a woman being an independent, powerful and authentic.
We are now accepting entries for the Shorty Social Good Awards. The Shorty Social Good Awards honor groundbreaking corporate social responsibility and sustainability campaigns that organizational and marketing teams have worked so hard to realize.
While the Shorty Awards have long-honored the best of social media, this competition includes efforts made by organizations to improve sustainability and diversity internally, foster globally-minded business partnerships and increase employee community and civic engagement.
Female drivers are outnumbering male drivers for the first time ever—and Millennial-generation female buyers are outpacing Millennial male buyers by 53 percent.
The demographics of the automotive market are shifting faster than traditional marketing can keep pace.
Using her natural strengths, we focused on subverting the cliché that women are inferior drivers.
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.
Gender representation in American advertising still tends to be flat and relies heavily on stereotypes: sexy young singles, housework-obsessed wives, harried mothers.
Rarely do depictions of women in American media give them any real power.
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 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.