In this series of online videos, Mustang goes beyond attributes to focus on feeling. Each video is a different expression of what it feels like to drive a new Ford Mustang.
Mustang focuses on feelings because feelings make their message more powerful. Facts, like engine size, acceleration from 0-60, or horsepower, are not as motivating as the feeling of exhilaration that comes from driving the car. The facts are the reason why drivers get the feeling. The feeling is what drivers are really after.
Mustang focuses on feelings because such a focus gives Mustang more message control. If Mustang spoke only of the attributes of the car, each viewer would arrive at their own conclusion about what it feels like to drive a Mustang. Some might define the feeling of driving a Mustang rather narrowly, tightly limited to the speed, power, and handling of the automobile. Mustang wants viewers to define the feeling of driving a Mustang more broadly including confidence, daring, taking control of life rather than reacting to life, reaching for experience at a new level.
Lastly, Mustang focuses on feelings because such a focus leads naturally to perceptions of the Mustang drivers. When you drive a Mustang, you in some way put on the persona of a Mustang driver. We learn from this spot that Mustang drivers, or people who would like to be Mustang drivers, are successful but ordinary people who are seeking something special out of life.
The videos do a great job of using feelings to define and enhance the Mustang experience.