St. John Produces TV for Ford, Steelers

ATLANTA In a joint sponsorship, Ford and the Pittsburgh Steelers introduced a special edition 2004 F-150 truck during Sunday’s pro football game at Heinz Field.

One hundred Ford dealers in western Pennsylvania, eastern Ohio and parts of Maryland and West Virginia are offering the pickup in Steelers gold or black. The vehicles come with chrome badging, floor mats and other accessories all sporting the team’s logo. The special edition model is limited to 400 trucks.

A television campaign from St. John & Partners, Jacksonville, Fla., will run on the large-screen Jumbotron display during National Football League games at Heinz Field in Pittsburgh. Each spot begins with a vignette of a Steelers Hall of Fame member like Terry Bradshaw, Jack Lambert or Mel Blount paired with a “Haul of Fame” member—a F-150 owner who uses his truck to haul heavy loads.

The stadium spots, part of the Pittsburgh Ford Dealers Advertising Fund’s ad efforts, are the only ones of their kind, according to the agency.

In addition to in-stadium advertising, the sponsorship includes on-air “mentions” on the Steelers TV and radio networks. A newspaper insert is set to launch at the end of this month.

Ford launched a $100 million national advertising campaign in September to promote the redesigned F-150.