In 2005, Ford used Steve McQueen's likeness in a commercial for the 2005 Mustang. In the commercial, a farmer builds a winding racetrack, which he circles in the 2005 Mustang. Out of the cornfield comes Steve McQueen. The farmer then tosses his keys to McQueen, who drives off in the new Mustang. McQueen's likeness was created using a body double and digital editing.
Ford secured the rights to McQueen's likeness from the actor's estate licensing agent GreenLight for an undisclosed sum.