While several automakers packed the 2012 Sports Illustrated Swimsuit Issue with traditional advertising, Ford took a different approach by unveiling a bold full-page campaign centered around the new 2013 Ford Mustang GT.
The ad featured a striking blue Mustang GT parked along a scenic beach backdrop complete with palm trees and a bikini-clad model, instantly grabbing attention. Interestingly, the mysterious woman’s face was never shown, adding an unusual twist to the campaign. A simple caption at the bottom of the page read: “Swimsuit model Dalena Henriques and the new 2013 Mustang.”
That mysterious introduction quickly sparked curiosity online. Searches for Dalena Henriques led fans to a dedicated website filled with promotional photos showcasing both the 2013 Mustang GT and Shelby GT500 models alongside the brunette model. However, much like the magazine advertisement itself, every image carefully avoided revealing her face.
The unusual marketing strategy fueled speculation that Dalena Henriques may not actually be a real public figure at all, but rather a fictional personality created specifically for Ford’s campaign. Whether she was an invented character or a new model making her debut, the buzz surrounding the mystery generated massive online attention for the Mustang brand.
The campaign featured dozens of stylish images pairing the Mustang with beachside scenery, glamorous fashion photography, and playful captions supposedly written by “Dalena” herself. Instead of focusing purely on specifications or performance figures, Ford leaned into lifestyle marketing to create intrigue around the refreshed 2013 Mustang lineup.
From a marketing perspective, the strategy worked perfectly. Automotive advertisements rarely dominate entertainment headlines, but the combination of the mystery model and the redesigned Mustang quickly spread across websites, blogs, and social media. By blending curiosity, style, and performance imagery, Ford successfully created one of the most talked-about Mustang ad campaigns of the year.
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