Chevrolet is having some pointed fun with its apocalyptic Super Bowl ad featuring the Silverado called "2012," only the fun is pointed directly at Ford, which finds it a little too sharp to be all that much fun. So on the eve of the big game, Ford sent Chevy a cease-and-desist letter to pull the ad and "pressured" NBC not to run the commercial, according to a report on Yahoo!'s Motoramic blog. Chevy has released a statement in response, which you can read after the jump, indicating that the ad will run despite Ford's protest.

Ford found no reason to chuckle at some of the commercial's claims, "particularly around durability." One in particular comes from a character that says of their now-deceased, F-150-driving pal, "Dave didn't drive the longest-lasting most dependable truck on the road. Dave drove a Ford."

Ford spokesman Mike Levine says his company has more trucks with 250,000-plus miles on the road than any other brand, which would appear to contradict the small print that appears in the "2012" ad that reads, "Dependability based on longevity: 1981-2011 full-size pickup registrations." Ford says its lawyers will decide what to do (if anything) after the ad airs during tonight's game, but Chevy's legal minions must have vetted the spot closely well before time.

Or Ford could take Chevy marketing honcho Joel Ewanick up on his offer and bide its time. Said Ewanick, "We can wait until the world ends, and if we need to, we will apologize."
Show full PR text
Chevy Response to Ford on Silverado 2012 Super Bowl Ad
Chevy to Air ad Despite Objections from Ford

DETROIT – Last evening Chevrolet was asked by Ford Motor Co. to stop showing its Super Bowl commercial for the Silverado, which pitches the truck as the "longest-lasting, most-dependable" full-size pickup on the road.

The ad, called "2012", shows the Silverado navigating a completely over-the-top, outrageous version of the devastation and destruction predicted to occur this year by the Mayan calendar includes giant attack robots, meteors and frogs falling from the sky.

A group of friends, who are Silverado owners, makes its way to the designated meeting spot but notice one of their buddies is missing. The payoff of the ad is that their missing friend, however, did not drive a Chevrolet. Instead, he drove a Ford and doesn't appear to have made it to the meeting point.

At issue is how "longest lasting" and "most durable" is defined or measured.

Ford sent a letter to NBC requesting the ad not run in the game. It also sent a letter to Chevy asking the automaker to pull the ad from the game, its websites and its Youtube channel. "Ford demands that Chevrolet immediately cease and desist from making any unsubstantiated and disparaging claims regarding Ford's pickup trucks." The letter warned Ford could take further actions. "If Chevrolet does not comply with the above terms prior to the start of the Super Bowl, then Ford will take all appropriate steps to enforce and protect its reputation."

"We stand by our claims in the commercial, that the Silverado is the most dependable, longest-lasting full-size pickup on the road. The ad is a fun way of putting this claim in the context of the apocalypse," said General Motors Global Chief Marketing Officer Joel Ewanick. "We can wait until the world ends, and if we need to, we will apologize. In the meantime, people who are really worried about the Mayan calendar coming true should buy a Silverado right away."


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    • 1 Second Ago
  • 523 Comments
      Masschine
      • 2 Years Ago
      Even though I'm a Ford fan I'd like to know why Ford has the money for lawyers and didn't bother to advertize during the Superbowl.
        Sukairain
        • 2 Years Ago
        @Masschine
        Because Ford rather spend hundred of millions on building good products rather than trying to sell mediocre ones and then blow all the money on marketing.
          rlog100
          • 2 Years Ago
          @Sukairain
          "My daddy is better than your daddy." I remember those days.
      theblackemblem
      • 2 Years Ago
      But what about PETA? They would also try to take down this ad because it shows frogs being dropped, and that is ANIMAL ABUSE! GASP!
      chris
      • 10 Months Ago
      Does this surprise you. GM bailed out by libs, lie like libs. Any Questions
        inagaddadavida_loca
        • 10 Months Ago
        @chris
        Funny, as Bush started the bailout. Once again, right-wing slime act like their poo doesn't stink.
        Jay
        • 10 Months Ago
        @chris
        Chris,Your an ass and have a pointy head. Bet your a real beauty to work with or live next to.
        jaes0510
        • 10 Months Ago
        @chris
        Thank you chris. Amen.
      Just the Facts
      • 10 Months Ago
      We have a 1998 Ford F250 with 975,000 plus miles, original engine and original transmission with only minor work done to it. I'll stick with Ford.
        gary
        • 10 Months Ago
        @Just the Facts
        i think your lying its mechanically not possiable for it to last that long without a rebuild. Yours truly the mechanic
      G
      • 10 Months Ago
      where our money GM????
      leroy
      • 10 Months Ago
      that's what happens when your number 1 the losers come after you oh yeah gm when are you going to call and thank me for helping bail your sorry butt out your product is a joke
      Raymond Nichols
      • 10 Months Ago
      this article is two years old.
      LaTumbka
      • 10 Months Ago
      Chevy talking about a ford. Chevy has 9 plants in China untold plants in South Korea And Japan sends parts to US to build their cars and trucks for the FEW working Americans with an income.
      richard t
      • 10 Months Ago
      government motors corporation has to do something , because of their embarrassment, of having to be bailed out of bankruptcy by American tax payers! and did not pay back the full loan, they still owe the tax payers SIX BILLION DOLLARS, so this is another failed government intervention. Should have let GMC GO BANKRUPT if they knew how to build a vehicle they wouldn't have ben in that situation to begin with!!!
        MIKE
        • 10 Months Ago
        @richard t
        you are too funny or really the truth is you are ignorant. you don't realize that just two months before the economic collapse that ford had borrowed billions from banks to stay afloat, gm and chrysler were too late as the banks were crumbling and could not loan money , so they both had to go to the gov't, which they went to the taxpayers.I have nothing against ford as i own two fords and two chevys. What i dont like about ford is about 20 years ago ,ford decided to get rid of 10 top executives that were white men, and replace them with nonwhite to be more diversified, that is racism, period.
      Ray
      • 10 Months Ago
      this is something ford should not worry about. I mean they're pick up champion for some decades now.
      jonny_tran
      • 2 Years Ago
      That phrase has been used in GM truck advertising for quite a while now. I guess Ford didn't like getting singled out? The fella in the commercial could have said Toyota, or Ram, or Nissan, but saying Ford obviously has a greater effect. I think it's a great ad. Sure, it might be a little light on hard evidence, but it's funny, and is a good gut-punch. I'm just waiting for the inevitable trail of anecdotes about which truck is better, etc.
      Ancient
      • 10 Months Ago
      Posted Feb 5th 2012 5:55PM, Nothing like up to date Yahoo stories on the front page.
    • Load More Comments
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