JWT Breaks Ford Truck Campaign

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.”