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How do you shoot an ad for a new car without showing the car?
That was the challenge faced by Johannesburg digital communications and content marketing agency, Retroviral in the run up to the launch of the 2016 Ford Mustang in South Africa.
It marks the first time the legendary muscle car will be available in the country. Trouble is, it’s not here yet meaning that it wasn’t possible to use it for the shoot.
The ad features groups of people running through an abandoned, post-apocalyptic Johannesburg, chasing after what appears to be an unseen car.
The aim of the ad is to get people interested in Ford’s “Mustang Lottery”, which allows potential customers to jump to the front of the purchase queue.
It’s pretty cool and is certainly a far cry from the gratuitous “car-porn” ads that so frequently litter our screens.