Contains work that may be highly entertaining. Proceed with caution. ⚠️
MUSTANG
Agency: VaynerMedia
Launched the new Mustang with an unusual audio-first campaign, making the rev of the engine the star
The Brief:
For the launch of the all-new 2024 Mustang – one of Ford's biggest in years – the challenge was simple: break through a category drowning in clichéd beauty shots.
The Solution:
The Mustang has a distinct sound that fans recognize before they even see the car. Ford sound engineers tune the engine like an instrument, dialing in the pitch, growl, and rev. So instead of just another beauty shot, we built the launch around that sound. "The Sound of the Stang" used audio as the primary creative driver, letting the car reveal follow naturally. The campaign drove 9M organic views across Instagram and TikTok, with multiple executions becoming top-performing posts on Ford's channels.
Volume Up (Vol. 1)
Volume Up led with the roar of the engine — no introduction, no setup. The sound carried the moment, with the reveal arriving after attention was already captured. The video crossed 1M views, confirming the idea could scale.
Remote Rev
Start your Mustang from anywhere. We filmed the remote rev feature the way it feels — the car waking up alone in a parking lot, engine roaring before anyone's behind the wheel.
Volume Up (Vol. 2)
More engine, more Mustang. Vol. 2 pushed the sound-first format further with a new execution and a new car.
Cold Start Mondays
Capturing the Mustang cold-starting at dawn. No script, no setup — just the engine and the ritual.
Your First Time
Everyone remembers the first time they heard a Mustang. This video put you back in that moment.