• Aug 17, 2006

Football, racing, and country music are the baskets into which Ford is putting their advertising eggs for the new F-series pickups, which has been Ford's bread and butter for the last 30 years.

The campaign blends Ford's new "Bold Moves" campaign and the older (but more entrenched) "Built Ford Tough" concept. Among the messages conveyed by the ads and promotional efforts will be bold design, outstanding capability, unmatched durability and exceptional customer loyalty. The fact that more Ford trucks have reached 250,000 miles than any other brand will be a hot topic.

Begin looking for the ads September 7 at the start of the NFL season, then September 17 with the start of NASCAR's Nextel Cup "Chase for the Cup." Promotion of the truck from a country music angle will start even earlier on August 11 with the kickoff of country music star Toby Keith's "Hookin Up and Hangin' Out" concert tour, during which the F-series Super Duty will be featured prominently on-stage during the concerts. The truck will also get some "face" time in the new movie starring Keith and Kelly Preston, Broken Bridges, opening September 8. A website promoting Toby Keith's relationship with the F-series has been launched at http://www.fordvehicles.com/hangwithtoby/, where visitors can enter a sweepstakes to win a 2007 F-150.

Check out the full release after the jump.

[Source: Ford]

  • Ford plans F-Series marketing blitz to leverage Toby Keith concert tour, NFL season and NASCAR "Chase for the Cup" as 30th anniversary of truck leadership approaches.
  • New TV ads carry F-Series leadership in design, capability, durability and loyalty to the widest-ever audience, including Asian-American, African-American and Hispanic consumers.
  • Ford expands four-year-old partnership with country music superstar Toby Keith as Keith begins his "Hookin' Up and Hangin' Out" concert tour and prepares for his big screen movie debut in the Paramount Pictures film, Broken Bridges, which opens Sept. 8.

DEARBORN, Mich., Aug. 17, 2006 - The 2007 Ford F-150 and Super Duty pick up trucks will be fixtures on the football, racing and country music scenes this fall as the Ford brand launches an onslaught of new advertising and marketing initiatives to cement its 30 th consecutive year as the full-size pick up truck leader.

Ford is scheduling a total of six truck ads – including new spots featuring Asian-American, African-American and Hispanic consumers – for heavy rotation during the NFL season, which kicks off on Sept. 7 and the NASCAR Nextel Cup "Chase for the Cup," which begins Sept. 17. Ford trucks will also be prominently featured on-stage during country music superstar Toby Keith's "Hookin Up and Hangin' Out" concert tour, which began Aug. 11, and his newest venture co-starring with Kelly Preston in the Paramount Classics and CMT Films release, Broken Bridges, which opens Sept. 8.

"We are playing offense with Ford Trucks," says John Felice, Ford general marketing manager, Marketing, Sales and Service. "We created more Ford Truck ads targeted at more diverse audiences than ever to continue increasing leadership by solidifying our base and going after new customers."

The new ads will build upon the Ford Bold Moves marketing communications platform and the foundation of Built Ford Tough – bold design, outstanding capability, unmatched durability and exceptional customer loyalty.

For example, several spots will showcase the fact that more Ford trucks have reached 250,000 than any other brand. Another Super Duty spot introduces the concept of "heroic toughness." In addition, Ford has created unique ads to reach Hispanic, African-American and Asian-American consumers.

"The truck market is very diverse from a cultural standpoint but they all value the same attributes in their F-Series, and those are bold design, durability and capability," says Felice.

"Ford Truck customers are the 'go-to guys' – they take action and do the right thing in everyday situations, and use their F-Series truck to get the job done," says Brian Rathsburg, Ford Truck communications manager. "In 'Tunnel', the Super Duty customer is tested in a dramatic situation to demonstrate the extreme acts of helpfulness we call heroic toughness."

The new truck ads will leverage the Bold Moves platform and introduce several new themes that reinforce the Built Ford Tough brand positioning. For example, several new Ford Truck ads also will showcase for the first time on television the brand's leading number of high-mileage

trucks – those with 250,000 miles or more – in service compared to all other competitors.

For the first time ever, Ford will communicate truck messages across all media platforms and key audiences at the same time. This strategy is designed to expand Ford's leading share in traditional truck segments while simultaneously expanding in Hispanic, African American and Asian segments where Ford also already leads in truck sales.

The ads include:

2007 F-150 "Vintage" : Highlighting the Ford Truck emphasis on family and good deeds, this ad is updated with the 250,000-mile customer leadership message. A proud, second-generation Ford truck customer locates a vintage Ford F100 truck, restores it and delivers it to his father's home. Dad reflects that it looks like his old truck and his son replies, "Well, now it's your new truck."

2007 Super Duty – "Tunnel" : Introduces the idea of "heroic toughness." . A Super Duty driver demonstrates the truck's best-in-class maximum tow rating by freeing a tractor-trailer that has become wedged in a tunnel and blocked an ambulance on an emergency run.

2007 F-150 – "Second Best," featuring Toby Keith: Keith confronts two tough-talking Chevy and Dodge truck owners and trumps their strong words by towing both of their trucks with his F-150, which now has a best-in-class tow rating of 10,500 lbs. A second Ford truck ad featuring Toby Keith had has been produced for regional markets.

2007 F-150 – "Lee and Lee" : A Japanese father and son who own a landscaping business are featured. The father hands the keys to a "new" truck to his eager son who soon learns they're not for the new 2007 F-150, but rather a still hard working1980's-era F-150.

2007 F-150 – "Barbershop" : Set in an African-American neighborhood, an F-150 owner is the "go-to-guy" who helps restore the barbershop he has patronized since since childhood.

Toby Keith Concert Tour – Began Aug. 11: F-Series will present superstar Toby Keith's much-anticipated "Hookin' Up and Hangin' Out Tour" in the United States which began August 11 in Cleveland, with 60 tour dates planned. Ford Truck enters its fourth straight year sponsoring Keith in his wildly successful concerts, including the 2003 "Shock N'Y'All Tour" as well as the "Big Throwdown Tours" in 2004 and 2005. Ford's tour sponsorship integration – including dramatic entrances and on-stage appearances that kick off each performance – is the product of creative collaboration between Keith and Ford.

Ford Truck also launched the new "Hang With Toby" website promotion at www.HangWithToby.com. One lucky entrant will win a 2007 Ford F-150 FX4 pickup and the opportunity to meet Toby Keith and appear in an upcoming video. In the Ford Truck tradition of offering once-in-a-lifetime experiences, the winner also will earn a spot in the actual video.

Paramount Pictures Broken Bridges Movie Trailers – Sept. 8: Toby Keith will cross entertainment mediums yet again when his new feature film, Broken Bridges co-starring Kelly Preston, makes its theatrical release on Sept. 8. Ford trucks will again be paired with Keith, including truck product placements in the movie and the lead sponsorship of movie trailers in theaters now, in this Paramount Classics and CMT Films release.

About Ford Motor Company

Ford Motor Company, a global automotive industry leader based in Dearborn, Mich., manufactures and distributes automobiles in 200 markets across six continents. With nearly 325,000 employees and 110 plants worldwide, the company's core and affiliated automotive brands include Aston Martin, Ford, Jaguar, Land Rover, Lincoln, Mazda, Mercury and Volvo. Its automotive-related services include Ford Motor Credit Company and Hertz. For more information regarding Ford's products, please visit www.fordvehicles.com.



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    • 1 Second Ago
  • 31 Comments
      • 8 Years Ago
      Lol, go to that microsite and Toby says

      "Get a Ford truck. And be somebody."

      A sign of desperation from Ford perhaps? Maybe the drop in sales has something to do with gas prices and less to do with advertising/sweepstakes.
      • 8 Years Ago
      Yawn...More rubbish and desperation.
      • 8 Years Ago
      Go peddle your left-wing drivel somewhere else fizzypop. No one's interested here.
      • 8 Years Ago
      And exactly what vehicle is in the picture, Erin??

      Give you a big hint: It's not an F150.

      But then again, your gaffes on this site are legendary.
      • 8 Years Ago
      Sounds like a "Bold Move." Ford is anticipating Chevy and Toyota's new trucks coming down the line and staying on the offensive.
      • 8 Years Ago
      Toby Keith is the man...his music is hilarious, and you can't hate him for being a die hard patriot. His concerts are incredibly good fun, and no, you don't have to be a redneck to enjoy yourself at them. I went to his concert at the Palace at Auburn Hills and I was the only person there who wasn't white...and I still had a blast!

      @11

      Toby went on a tour of Iraq, where he probably did more for the troops by raising their morale than he could ever do holding a gun out on the front lines. He gives a lot of money to charity and such. Obviously he's worth more to our country as a fundraiser and morale booster than as a soldier.
      • 8 Years Ago
      ""I'm gonna buy me a Ford truck and cruise it up and down the road"

      -Alan Jackson

      -Now how many of you guys after reading that line can remember that commercial perfectly?! I would guess quite a bit."

      I remember that, Jackson song. He had an affinity for Mercury cars in that song. "I'm gonna buy me a Mercury and cruise it up and down the road". Guess what, luckily he didn't talk about the 1993/4 Mercury offerings (the song was released then).

      I don't think a Mercury Sable is a performer, but maybe one of those make-believe "Mercury Mistress"-es on SNL. Ha!
      • 8 Years Ago
      just the boost ford's image needs.
      • 8 Years Ago
      #11
      Here's some more Toby Keith lyrics for you to chew on:

      from the song My List
      Wouldn't change the course of fate but cuttin' the grass just had to wait
      'Cause I've bot more important things like pushin' my kid on the backyard swing
      I won't break my back for a million bucks I can't take to my grave
      So why put off for tomorrow what I could get done today

      Like go for a walk, say a little prayer
      Take a deep breath of mountain air
      Put on my glove and play some catch
      It's time that I make time for that
      Wade the shore and cast a line
      Pick up a long lost friend of mine
      Sit on the porch and give my girl a kiss
      Start livin', that's the next thing on my list

      Raise a little hell, laugh 'til it hurts
      Put an extra five in the plate at church
      Call up my folks just to chat
      It's time that I make time for that
      Stay up late, then oversleep
      Show her what she means to me
      Catch up on all the things I've always missed
      Just start livin', that's the next thing on my list
      ----
      Yea, we keep listening to stuff like that it will be the end of civilisation as we know it! And he has the audacity to mention "church" in a song, how could he do such a dastardly thing? LOL! FizzandPop you need to mind your own business and not worry about what other people listen to or like. If you don't like the ads don't buy the product. And I'm not a Ford truck owner either.


      And let's not forget these lyrics:

      American Soldier
      I’m just tryin’ to be a father, raise a daughter and a son
      Be a lover to their mother, everythin’ to everyone
      Up and at ‘em bright and early, I’m all business in my suit
      Yeah I’m dressed up for success, from my head down to my boots
      I don’t do it for money, there’s bills I that I can’t pay
      I don’t do it for the glory, I just do it anyway
      Providing for our future’s, my responsibility
      Yeah I’m real good under pressure, being all that I can be
      And I can’t call in sick on Mondays when the weekend’s been too strong
      I just work straight through the holidays, and sometimes all night long
      You can bet that I stand ready, when the wolf growls at the door
      Hey I’m solid, hey I’m steady, hey I’m true down to the core.

      And I will always do my duty no matter what the price
      I’ve counted up the cost, I know the sacrifice
      Oh and I don’t want to die for you, but if dyin’s asked of me I’ll bear that cross with honor, cause freedom don’t come free.

      I’m an American Soldier an American
      Beside my brothers and my sisters, I will proudly take a stand
      When liberty’s in jeopardy, I will always do what’s right

      I’m out here on the front lines, sleep in peace tonight
      American Soldier, I’m an American Soldier.
      • 8 Years Ago
      I think it is sad that all the money Ford earns from their trucks they squander
      on the likes of Jaguar.
      • 8 Years Ago
      Gads. I don't need a sainger uv kuntreh to tayul me which pickemup ah need ta drahv. What next? Ford dealers instructed to set all the radio buttons to country stations, or what?

      Come on, Ford. Sell the darn thing on its merits.
      • 8 Years Ago
      "16. Go peddle your left-wing drivel somewhere else fizzypop. No one's interested here.

      Posted at 8:08PM on Aug 17th 2006 by StinkyDog 0 stars"

      How many people like Stinky Dogs? :-)
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