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Crash worthy: Ford takes on Toyota
Bryce G. Hoffman / The Detroit News

Ford Motor Co. will push the envelope a little further tonight with a new television commercial that shows an actual crash test of one of its pickups.
The new spot is the latest in a series of ads for the F-150 featuring Mike Rowe, host of the Discovery Channel's "Dirty Jobs." It is designed to call attention to the fact that Ford's pickup received the highest possible safety rating from the federal government, while competing models from rivals Toyota Motor Corp. and Nissan Motor Co. did not.
A second ad, which focuses on the merits of Ford's larger leaf-spring bolts, will begin airing later this month. Ford will also start buying space for print and online versions of the ads in a variety of media outlets.
Both ads are part of the automaker's new "Ford Challenge" campaign, which dares consumers to compare its cars and trucks against competitors' vehicles. The campaign is designed to strike a more confident tone and highlight the segment-leading features of Ford's products.
"It really goes back to telling our story," said Ben Poore, Ford's truck marketing manager.
While most automakers have traditionally been hesitant to feature crash-test images in their advertising, that may be changing as safety climbs higher on the list of consumer car-buying considerations.
"Sometimes it can conjure negative images with a product, even if it is successful," said Alexander Edwards, a marketing expert with Strategic Vision in San Diego. "Once you put in this crash test, it really depends on the executions."
The Chrysler Group, in its short-lived Dr. Z campaign, showed DaimlerChrysler AG Chairman Dieter Zetsche crash a Pacifica crossover.
Volkswagen AG has been running a series of jarring ads depicting crashes involving their vehicles.
National Highway Transportation Safety Administration director Nicole Nason recently praised Volkswagen's in-your-face ads, saying safety has become a major selling point with U.S. motorists.
Speaking last month at the Society of Automotive Engineers 2007 World Congress in Detroit, Nason said that "consumers used to take tepid sips of the safety Kool-Aid and are now gulping it down."


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Its a good commercial, and it is about time that Ford started saying that their vehicles are better than the competiton. But I thought Ford was going to release 2 ads for the F-150 crash tests.
 

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Now that is what I am talking about!

It shows exactly why the Ford F-150 and the Ford F-Series line is the leader in Full-Size Truck safety and subtly states that the Japanese Competition still has a lot of growing up to do!

These are the types of commercials that work for Car Buyers. They want to know why this product is better than the competition. And here is Ford, with the help of Mike Rowe, telling them why.

Plus, using Mike Rowe from Discovery Channel's "Dirty Jobs" was brilliant. His presence cements the idea that the Ford F-150 is the truck that the everyman, the working man, the man that is not afraid to get dirty drives! What an American image! To quote the Guiness Guys..."Brilliant!"

Fantastic work Ford! Keep it up!

As Always...Stay Fabulous!
RG59061
 
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