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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.
Per the strategic directive to resolve tensions surrounding gender-based cultural perceptions of driving, this campaign was an absolute success.
Ninety-eight percent of our 12.8 million video views were due to viral earned pick up, and our spot became the second most-viewed You Tube video among US auto companies.
The driver, Prestin, embodies Ford's modern woman: She's more than any one thing; she's feminine and bold, courageous and quiet.
Like women in the real world, she's multifaceted in her personality and her talents.
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