DETROIT Ford Motor Co. tonight debuts new work for its Super Duty pickup truck during the broadcast of ABC's Thursday Night Football with three spots. A 15-second teaser, "The Beast," ran on Sept. 1.
The spots, which were created by WPP Group's J. Walter Thompson, focus on the Super Duty's strength and toughness, which are demonstrated in real-life situations.
"Emergency Stop" focuses on the new Super Duty's Tow Command factory-installed, integrated trailer-brake controller. After a demonstration of the feature's capabilities, a voiceover asks, "What good is it being able to tow a 17,000-pound trailer if you can't control it?" In "Concrete Block," the truck hauls oversized concrete blocks around a work site, and the voiceover says, "Don't get in its way." In "Frame Rails," a giant load of gravel pours into the truck bed as an announcer asks, "Who's your daddy now?"
The new commercials will continue Sunday during opening-weekend NFL games on CBS and Fox, and also during Monday Night Football on ABC.
In addition to those spots, regional dealer-advertising associations will run TV ads featuring tough-guy country singer and Ford truck spokesman Toby Keith.
The print component of the campaign includes ads in Sports Illustrated, USA Today, Field & Stream and others.
In addition, the integrated communications component will include executions on shopping sites like Yahoo.Autos and Edmunds.com, and live events such as Nascar races and the Super Duty "Power Tour," which will feature interactive displays and will make more than 100 stops across the U.S. this year. At many of these live events, customers will be able to participate in the "Payload Challenge," which dares them to load as much into the bed of the Super Duty truck as possible in two minutes.
The Super Duty will also be on mega-watt display in Keith's Big Throwdown Tour which hits 75 cities between this month next March. A three-minute video depicting Keith, his dog and the Super Duty truck opens the show.