Overclocker

A new TV commercial shows an actual crash test of Ford's F-150, highlighting the fact that the F-series truck got a five-star rating from NHTSA for both driver and passenger.

Date posted: 05-01-2007

DEARBORN, Mich. — Ford is sure to catch TV viewers' attention with a new advertisement that shows its F-150 actually being crash-tested into a barrier. The gambit is meant to call attention to the fact that the F-150 was given a five-star safety rating from the National Highway Traffic Safety Administration for both driver and passenger, which beat the four stars garnered by Toyota's Tundra and Nissan's Titan.

Ford does not mention the Japanese competition directly in the ads.

Another departure: Real Ford engineers are used in the new ad campaign. A separate ad focusing on the usually unglamorous topic of leaf-spring bolts features joshing around between crash-test supervisor Bill McDonald and truck suspension engineer Paul Angove, who are teamed with Discovery Channel program host Mike Rowe.

The smashing of the F-150 is not unprecedented in recent ad history, of course: Volkswagen recently ran a series of ads featuring sudden road crashes, and Chrysler had an ad in which Chairman Dieter Zetsche crashed a Pacifica.

Ford also said it will continue its more mainstream tie-up with country singer Toby Keith, who will prominently showcase the F-series trucks as part of this summer's "Big Dog Daddy" concert tour.

What this means to you: The Wall Street Journal quotes Ford marketing General Manager Barry Engle as saying, "I want it to be cool to buy a Ford again." Working for you yet?

Source: http://www.edmunds.com/insideline/do...cleId=120599#2