Ford F-150 Unparralleled in Capability, Ad Strategy
New pull-no-punches advertising campaign centers on 2009 Ford F-150’s unrivaled capability, unsurpassed fuel economy and safety leadership, not stunts or gimmicks
Television advertising begins Sunday on “NFL on Fox;” print and radio ads to follow
Digital segments launch in mid-November with side-by-side comparisons of F-150 and competitive trucks, helping customers see how the pickups stand up to a variety of conditions they’re likely to encounter during their life cycle
Television advertising for the new 2009 Ford F-150 begins Sunday on “NFL on Fox” with a series of straight-talking spots emphasizing the new pickup’s class-leading capability, unsurpassed fuel economy, safety leadership and smart technologies.
Purposely void of corny gimmicks and flashy stunts, Ford’s campaign aims at core truck buyers who use their pickups for work and play and need to see what – and how – the new F-150 delivers that other trucks simply can’t.
“The F-150 campaign focuses purely on the product, because that’s where customers are today,” said Jim Farley, Ford group vice president, Marketing and Communications. “Hype doesn’t matter. True truck customers want to know what’s different about the new F-150. With this approach, they can see and vicariously test this truck, getting a good sense of how it outperforms the competition even in extreme conditions.”
In addition to TV and radio ads, a new online application will launch in mid-November at www.fordvehicles.com with a series of real-world comparison tests that put F-150’s unmatched capability in towing, hauling, durability and fuel economy front and center.
Tags: ad strategy, F-150, Ford, fordmorotcompany, TV and radio advertisement
