The preview site for the Ford Five Hundred's debut at the 2004 North American International Auto Show was the first look the public would have at this dignified-yet-dynamic new sedan. J Walter Thompson's Digital Group produced an understated Flash-based introduction that melded the vehicle's urban sophistication and quiet confidence with the tagline: 'Speak volumes without saying a word.' Subtle effects like the reflections off the vehicle, the transitions between copy lines and the way the city gradually comes to life all served to keep the focus firmly on this striking sedan. The Ford Five Hundred 'reveal' site content maintained the vehicle's refined sensibility while working from a site structure shared by all of the vehicle 'reveal' sites launched in conjunction with the 2004 North American International Auto Show.