In 1966, to promote the still relatively new Mustang, Ford decided to put one on the observation deck of the Empire State Building. A crane large enough to get it there would have been difficult to procure, and then difficult to operate in such a crowded area, so it was decided that the elevator was the way to go. Of course, a Mustang doesn't fit in the elevator, so it was cut in half and put back together once it got to the top.
Now Ford is going to pull the same stunt once more to show off the new generation and shout "50th anniversary" from one of America's most iconic platforms starting on April 16th. The car will remain in place for 54 hours.