• Nov 5, 2010
TV spot for the 2011 Ford F-150 – Click above to watch the video after the jump

The Ford F-150 is an outrageously important vehicle here in America. Not only has it been the best-selling pickup truck for the past 33 years, it has out-sold every single vehicle in the country for 28 of those years. So when it comes time to update the bread-and-butter pickup, Ford has to make sure it is still poised to be a high-volume seller.

For 2011, Ford hit a bullseye by adding four new powertrains to the F-150 lineup – a 3.7-liter V6, 3.5-liter EcoBoost V6, and two V8 engines measuring 5.0 and 6.2 liters. By doing this, Ford says that there's no need to compromise when shopping the F-150 because its range of powertrains provide the most power, best towing capacity and best fuel economy in the class. Checkmate.

To promote this, Ford has just launched its latest series of television ads that showcase the "no compromise" theme. The automaker has signed comedian Dennis Leary to provide the voiceover, and you can check out both of the new ads, as well as Ford's press release, after the jump.

Question: How do Ford's new advertisements compare with these latest examples from Chevrolet?



Photos copyright ©2010 Jeremy Korzeniewski / AOL
[Source: Ford]





Show full PR text
2011 FORD F-150 LAUNCH BUILDS ON SUCCESS OF RECOGNIZABLE, NO-NONSENSE ADVERTISING CAMPAIGN

- The new ad campaign for the 2011 Ford F-150 launches Nov. 6 and builds on the success of the "rant" style campaign first introduced on F-150 in 2008
- Ads focus on F-Series powertrain leadership with four new engines in the F-150 that offer class-leading power, performance and fuel economy
- F-Series is the industry's first vehicle to top sales of 400,000 units for the year with nearly 435,000 trucks sold

DEARBORN, Mich., Nov. 5, 2010 – The rant continues. And so does Ford's truck leadership. Since introducing the pull-no-punches advertising campaign two years ago, F-Series pickups have continued to lead the segment in capability, durability, fuel economy – and sales.

F-Series is the industry's first vehicle to top sales of 400,000 units for the year with nearly 434,920 trucks sold.

Now comes the new F-150's television and print advertising campaign for the 2011 F-150 with an updated version of a highly successful style.

"The 2011 Ford F-150 is the 'truck of the future' with four new powertrains – each delivering an unmatched combination of power, performance and fuel economy – and we have a breakthrough marketing campaign that continues to resonate with truck buyers and separates us from the competition," said Doug Scott, Ford Truck Group Marketing manager.

In researching the effectiveness of automotive advertising campaigns, Nielsen IAG found that in the past two years the F-150 brand has become more recognizable as a result of the "rant" ads – 72 percent vs. the industry average of 63 percent.

"The consistent use of the rant campaign since 2008 has allowed television viewers to closely associate these ads with Ford brand trucks," said Eric Swanson, vice president, Nielsen Automotive. "These same viewers have told us they feel the ads are clever, unique and informative. In a television advertising environment that is full of clutter it's critical to stand out from the crowd. Ford's truck ads definitely do that."

The new 30-second television spots – which begin airing Nov. 6 – are an evolution of the tell-it-like-is style that Ford introduced with the 2009 F-150 and continued with 2011 Super Duty. The style since has been imitated by other companies.

An excerpt from one of the ads follows:
Hey, here's a little good news. If you want decent mileage in a pick-up, you don't have to order your engine off the kiddie menu anymore. Say hello to variable cam timing, direct injection and piston cooling jets. Yeah. The engineers at Ford have been busy. They've got four – count 'em four – all new truck engines for the 2011 F-150 to give you the most power, the most towing AND the best fuel economy. Now that's tasty. This is the future. This is the new F-150.

"It starts with great product that the advertising supports," said Eric Peterson, Ford advertising manager. "Ford continues to take the lead in innovation – bringing out new products and solutions – and we are evolving our campaign to ensure that message is received."

The ads focus on the "no compromise" theme: with the 2011 F-150 and its four new powertrain options, the customer doesn't have to choose between capability and fuel economy. Now, the customer can have both.

Print ads echoing the message in the television spots began running this week in high circulation publications such as Sports Illustrated, Road & Track, Field & Stream and Popular Mechanics.

Featured is the 2011 Ford F-150 with EcoBoost™, Ford's first truck application of its award-winning EcoBoost engine, specially tuned and calibrated for the F-150. It employs turbocharging and direct fuel injection to produce power seen in larger, naturally aspirated engines with the fuel economy seen in smaller engines. Current EcoBoost engines deliver fuel economy gains of up to 20 percent compared with larger engines with similar power.

In a separate, but related, EcoBoost truck marketing campaign, Ford is presenting a series of online documentaries called "Torture Test" to prove out the new truck engine.

The series begins with a randomly selected engine from the Cleveland Engine Plant going through a variety of extreme laboratory and on-road tests. Among the tests the EcoBoost-powered truck performs: hauling tons of timber in the Northwest, towing an 11,000 lb. trailer at top speeds at the Homestead-Miami Speedway and competing head-to-head with competitive trucks towing 9,000 lbs. on steep grades at Davis Dam, Nevada.

The" Torture Test" series ends with the engine being pulled from the F-150 and installed in an off-road racing truck to compete in the Baja 1000 on Nov. 18. The episodes can be viewed as they are completed at www.fordvehicles.com/trucks.

Ford also continues another unique marketing approach it introduced with the launch of the 2010 Transit Connect: taking the vehicle directly to the customer. A fleet of F-150 EcoBoost trucks will begin a tour of 50 cities in mid-November and run through February. Consumers can sign-up for a drive when the tour comes to their city by registering at www.drivef150ecoboost.com.

Ford reaches out to truck customers via social media as well. The Ford Truck Facebook page has some 100,000 fans. Go to www.facebook.com/fordtrucks.

In October, Ford truck sales totaled 49,041, up 24 percent over a year ago. Ford has the largest share of the light- and heavy-duty truck market in North America – 39 percent, which is up 3.5 percentage points over last year.

F-Series has been the best-selling truck in America for 33 straight years and the best-selling vehicle for 28 years. The new 2011 Ford F-150 goes on sale later this year.


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  • 35 Comments
      • 4 Years Ago
      I think F-150s are sharp looking with black grilles, especially on red trucks. Nice.
      • 4 Years Ago
      Traditional... BORING. these ads won't grow Ford sales... But I can almost guarantee that the new Chevy Ads WILL.
        • 4 Years Ago
        let me be more specific...

        their are basic laws of human psychology. all big ad agencies use this to create campaigns. that being said, most of america is fickle but easily manipulated. it is in my HUMBLE opinion that the Ford ads are safe, boring, expected. they may help generate sales amongst people who are ALREADY likely to buy a Ford simple based on brand and word of mouth.

        the Chevy ads on the other hand are meant to appeal to a younger demographic. one that is equally easily manipulated by such ads. they are casting a wider net. we know from statistics that these types of ads generate huge buzz as well as exponentially increase brand penetration.

        can you imagine people saying, "wow did you see the new ford ad!?"

        i can't. because they won't. the commercial looks more like a dealership spot anyway, and i for one tune out when those ads are on tv.

        can you imagine people saying, "heh, did you see those ads with Duramax and Allison?" yes, i can guarantee you will.
        • 4 Years Ago
        @ jjoshuaa

        "2011 Ford F-150 Launch Builds on Success of Recognizable, No-Nonsense Advertising Campaign

        ...In researching the effectiveness of automotive advertising campaigns, Nielsen IAG found that in the past two years the F-150 brand has become more recognizable as a result of the "rant" ads – 72 percent vs. the industry average of 63 percent

        ....The consistent use of the rant campaign since 2008 has allowed television viewers to closely associate these ads with Ford brand trucks," said Eric Swanson, vice president, Nielsen Automotive. "These same viewers have told us they feel the ads are clever, unique and informative. In a television advertising environment that is full of clutter it's critical to stand out from the crowd. Ford's truck ads definitely do that."
        • 4 Years Ago
        i can almost guarantee i will hit jackpot on Sunday
      • 4 Years Ago
      This is the song that never ends. Yes it goes on and on my friends! Some people started singing it not knowing what it was, and they'll continue singing it forever just because....
      • 4 Years Ago
      i like them, mainly because they're fast paced and to the point...others are kind of slow and after a few seconds you lose interest and can't wait for the ad to be over
      • 4 Years Ago
      Lots of people in these comments are comparing F150 commercials to GM's HD commercials... they're not the same market. Granted there are some people who see "truck" as a single segment, but there are big differences in cost and capability between the nominally-half-ton trucks (F150, Chevy and GMC and Ram "1500" series) and the heavy-duty pickups (F250/F350, Chevy/GMC/Ram 2500 and 3500 series.)
        • 4 Years Ago
        I compared commercials not to point out that one truck is better than other but to point out which commercial i like better and why. Everyone is entitled to their own opinion

      • 4 Years Ago
      I absolutely LOVE the truck and the new powertrain options.

      I absolutely CAN'T STAND Dennis Leary's voice, or these commercials. I don't know what it is, but his voice really gets on my nerves. They should have had Mike Rowe done a more serious commercial.
        • 4 Years Ago
        true that
        • 4 Years Ago
        I also prefer Mike's ads to Leary's.
      • 4 Years Ago
      Not bashing F150's in anyway, I think it's a pretty sweet truck but I don't like these commercials. I like silverado's HD commercial when they strip the truck down and show all the close up details of the truck as its driving and I love it when they say that it has tank transmission :D. I like American pick up trucks weather it's from Ford Chev or Dodge, I think they all do very good job.

        • 4 Years Ago
        See the got me because I had no idea :D Thanks for pointing that out
        • 4 Years Ago
        Even though it DOESN'T have a tank transmission, it has a transmission made by a company that ALSO makes tank transmissions... but ad agencies are never much for detailing the finer points.
      • 4 Years Ago
      F150's look dated. please give us something new. still looks like the same basic truck since 05.
      • 4 Years Ago
      compact oil burner >400ft/lbs and >350hp PLEASE
        • 4 Years Ago
        ... so would you pay $5000 premium for your oil-burner... and more for diesel fuel vs. regular gas??? Probably NOT... thats why all the truck makers have sheved their small diesels.

        or get a 3.5 V6 EcoBoost that delivers more HP - 365 and more torque 420 and runs on cheaper regular gas... for a smaller premium of $1750 over the base 3.7 V6...!!!
        • 4 Years Ago
        I should have included a "reasonably priced" qualifier.
        Most people don't need a 700ft/lb 6.5 liter monster for which I can understand the 5000$ increase.
        When considering mileage ratings and longevity diesel cost are reasonable.
        • 4 Years Ago
        That 800lb ft diesel costs $8000 extra. This is why the other poster said the smaller one would be a $5000 add.

        Complying with the current and upcoming diesel regs costs alot of money. Especially in a big heavy truck that works hard. It is approximated that meeting said regs adds $3000 to the cost of the diesel upgrade.

        Now, before someone brings up some little bitty car diesel to compare against, use your brain. Don't you think it might be a little harder to meet emissions in an 8000lb vehicle that is towing 15K pounds, than in a 3400lb car that tows the kiddies to school??
      • 4 Years Ago
      Typical Ford splash ad.

      Whereas Chevy's new ad is quite a change for them - you can tell the new agency's behind this one.

      I favor the Chevy ad, although Ford's sales arguments are obviously stronger. Nobody would be selling anything if we'd all be waiting on engines to be 'proven' and (even though it's a plus, but then again) they didn't cite any reliability studies anyhow to back themselves up.
        • 4 Years Ago
        The ad is direct to the point and emphasizes what Ford sees as its truck's strengths in a short amount of time. what's wrong with that?
        • 4 Years Ago
        I hope I'm not being treated like a fanboy, because I swore off purchasing GMs (used and new) yesterday.

        I just feel Ford's ads are nothing new for Ford (as of late, especially) and Chevy's Alliston&Duramax series are something completely different for the brand. If you think I'm wrong, I don't remember any past-decade Chevy ads that were memorable (for whatever reason). Whether it was Howie's stale ads (even the truck ones, which admittedly the whole 'LOL POWERSTROKE' was, but it wasn't presented in the same fashion). I appreciate the silliness of the Chevy ad more than the 'NUMBERS + VEHICLE DRIVING BY IN VIRTUAL WORLD' ads of Ford. The Ford ads I like the most are the owner ads they play in Canada at the moment, for some reason I feel a connection.
      • 4 Years Ago
      Calling the Allison 1000 a tank transmission...................... LMAO !!!! Maybe a kids play tank.

      The Allison 1000 is the redheaded stepchild of the Allison line. It is an ok HD truck transmission, but nothing special. The Ford TorqShift holds up to huge power in a modified diesel. The Allison is fine for a stock truck, but needs upgrades if upping the power.

      As for the commercials. Tell us what the truck has and what it can do. No foo foo, not Max and Al connected by a hardened input shaft, no ridiculous comparisons of an Allison 1000 to a tank transmission.................. just tell us why we should look at it. Short and sweet.

      This is why I like the F150 ads. Trucks are tough and do work. These ads tell why you need to look at the trucks, in the manner in which trucks are used.
        • 4 Years Ago
        wow... take it easy
      • 4 Years Ago
      I love the idea of the ecoboost engine for its fuel economy and impressive power, but at the same time, i just cant comprehend having a full-size pickup with a 6-cylinder.......
        • 4 Years Ago
        The 4.1 axle ratio isn't even the towing one in the Tundra.
        Take transmission ratios into account.

        http://www.youtube.com/watch?v=3GaeM3NHW8Q
        • 4 Years Ago
        I can't believe you married your sister
        • 4 Years Ago
        Interestingly, Ford is doing this before they have EPA numbers for the ecoboost. The commercial cites the 3.7 V6.

        Maybe the EB mileage is not so brilliant.

        And anyway, the rest of the world does well enough with V6, and straight four. Nissan 1200, if you want to see payload.
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