Ford Mustang Capitalizes on the 2012 Swimsuit Edition with Clever Ad

Ford’s strategically framed ad that appears in this year’s Sports Illustrated Swimsuit Edition has been getting a lot of buzz. In an issue dedicated to showcasing beautiful, bikini-clad women, Ford’s ad included a swimsuit model, too. As you can see in the ad below, the car takes the spotlight and the model is only partially shown.


Often times, the models that appear in the Swimsuit Edition are unknown beauties with obscure names. “Readers” of the issue — largely a middle-aged male audience and also the obvious target audience for Ford Mustang — will often Google the models after the issue comes out to view more eye candy. After the issue debuted on Tuesday, the ad introduced the 2013 Mustang and swimsuit model Dalena Henriques. They smartly anticipated that those who came across the ad in the issue would also want to see more photos (at least a headshot) of the mysterious Dalena Henriques. The top result of the search leads to, where visitors are given more eye candy…just maybe not the kind they’re looking for.

What’s the best way to dominate the search results? Make up a search term that previously didn’t exist. After visiting Dalena’s “portfolio” page above, you can guess that Dalena Henriques isn’t real. In less than 48 hours, there are already 16,100 results for “dalena henriques.” 16,099 media hits in less than two days and expanding engagement beyond just a single ad? Not bad…


About Phil Wocken

Sr. Account Exec at @hiebing. Digital Strategist. Account Exec. Solver of Problems. Tech Geek. New Dad. Wannabe Road Biker. All-Around Good Guy. View all posts by Phil Wocken

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