To launch Ford Motor Firm’s new “narrative-led” editorial platform, Wieden+Kennedy New York has created a brief movie that centres on the Mustang Mafia, a New Orleans group of “Ford Mustang fanatics”. With the tagline “a bunch of fine dudes with unhealthy automobiles”, their connection is fostered by a shared love of the automobile, in addition to a want to uplift their area people.
The movie stars Bert Groves, the founding father of the 300-member-strong Mustang Mafia, following him on his day by day routine, getting a tattoo and assembly with fellow members of the group. Described as a “group icon”, Bert outlines his inspiration for beginning the membership, from his love of the Mustang being instigated by its revving sound, to the will to offer an area for younger individuals to open up and interact in “group service and camaraderie”, reminiscent of offering meals to homeless people. Towards the tip of the movie Bert is proven gifting an older automobile to the native highschool’s auto program, and the cash and assets to repair it up.