Press Release
Meet the beast
- The Next Ford F-Series Super Duty's "beastly" capability, durability and power emphasized in comprehensive ad campaign.
- Extensive integrated advertising launch includes television, print, outdoor and online advertising, as well as grass-roots events that take the new F-Series Super Duty everywhere truck customers go.
- F-Series Super Duty will be all over the NFL this year, beginning with NFL Kickoff Weekend and continuing through the season.
Ford and J Walter Thompson USA have teamed to develop the integrated television, print, outdoor and digital advertising campaign, as well as an extensive marketing communications plan for the new 2005 F-Series Super Duty. The advertising dramatically depicts the class-leading capabilities and attributes of the Next Super Duty, demonstrating that Ford once again has set a new standard in the heavy duty full-size truck market.
"The F-Series pickup is America's best-selling vehicle for 22 years running - and it has enjoyed sales increases every month since the new F-150 made its debut last September," said Steve Lyons, Ford Division president. "Now, the new Super Duty joins the assault in a comprehensive launch that's befitting its status as the backbone of the Built Ford Tough franchise. Super Duty is stronger, smarter and tougher than ever, and out-performs any other product in its class."
Television
A 30-second tease television commercial, launched Sept. 1, already is giving viewers a taste of what's to come. Themed "The Beast," it conveys the Built Ford Tough attitude and boldly sets the tone for the upcoming series of ads that showcase Super Duty's capability, durability and power. Three more 30-second spots will begin to air in heavy rotation during NFL Kickoff Weekend, beginning with ABC's "Thursday Night Football" tonight and continuing with the weekend games on CBS and Fox and with Monday Night Football on ABC. The television campaign will be highly visible throughout the rest of the year.The three spots - Emergency Stop, Concrete Block, and Frame Rails - illustrate how the Next Super Duty's strength, demonstrated under extreme testing, translates into an ability to take on the most punishing real-world situations.
Emergency Stop showcases the new TowCommand System, featuring the segment's first factory installed, integrated trailer brake controller. Super Duty's best-in-class 17,000 lbs. of towing capability also are featured. The ad focuses on this unsurpassed combination of capability and control and concludes by asking viewers, "What good is it being able to tow a 17,000-pound trailer if you can't control it?"
Concrete Block features Super Duty's best-in-class pulling power and towing capability while demonstrating that Super Duty is all business at the worksite. The spot shows Super Duty hauling huge concrete blocks and concludes with a voiceover warning viewers, "Don't get in its way."
Frame Rails depicts Super Duty's durability by focusing on frame rails that have thicker gauge steel than any other pickup. After showing the truck in test mode for its best-in-class payload of 5,800 lbs., the ad transitions into a real-world scenario in which a massive heap of gravel is dumped into the bed as a voiceover asks, "Who's your daddy now?"
NFL Kickoff Weekend
The Next Ford F-Series Super Duty will be all over the NFL during Kickoff Weekend. In addition to the four television spots demonstrating the truck's capability, regional dealer advertising associations will run a specially developed Toby Keith television spot throughout Kickoff Weekend. Super Duty will be integrated on-set within the Fox Pre-game Show, as well. The truck's strength and capability also are featured in a Sports Illustrated "Tough Guys" insert in the Sept. 6 NFL Preview Issue of the magazine. Today, USA Today will include a full-page insert made of ultra-strong "unrippable" paper symbolizing Super Duty's legendary toughness.Print Advertising
Super Duty will have a very strong presence in print advertising. Four print ads focusing on durability, capability, power, and the TowCommand System will begin appearing in September weekly and October monthly publications, and, like the television spots, will showcase Super Duty's key product attributes and class-leading features. The print ads include single- and multiple-page executions in publications like Sports Illustrated, Sporting News, ESPN Magazine, Field and Stream, and others.Brand Integration
The traditional television and print campaign are only the beginning. Ford's integrated communications plan for Super Duty will allow the company to connect with customers in innovative, non-traditional environments. The launch will include an extensive digital campaign with Internet roadblocks, along with a strong presence on automotive shopping sites such as Yahoo.Autos and Edmunds.com. Ads running in national and regional newspapers will draw customers to Web sites with addresses such as massivepayload.com and towslikeabeast.com, which link them to more information on Super Duty through www.fordvehicles.com.Super Duty integrated communications will figure prominently in a broad variety of "Built Ford Tough" events this year, reaching millions of truck customers at NASCAR races - where more than 60 percent of fans are truck owners - as well as at Professional Bull Riding competitions and other events. In addition, the Super Duty "Power Tour" will make more than 100 stops across the United States, featuring interactive displays. At many events, customers will take part in the "Payload Challenge" which challenges them to try to load as much into the back of the Super Duty as possible in two minutes.
"Super Duty already dominates the over 8,500-pound pickup segment, with a market share that has averaged 50 percent during the last five years," noted Lyons. "Super Duty owners not only work hard, they play hard - and they know what they want in a truck. This campaign takes Super Duty everywhere truck customers go - including events like the Texas State Fair, NASCAR races and Monster Jam, as well as retailers like Cabela's and Home Depot."
Big Throwdown Tour
Toby Keith once again integrates F-Series into his concert series this year. Building on F-150's presence in the "Shock N'Y'All Tour" last year, Super Duty now is the official truck and presenting sponsor of Toby Keith's "Big Throwdown Tour." A three-minute video featuring the artist, his Super Duty truck, and his dog opens the concert at more than 75 performances that run through March of next year."A great product deserves a great launch," said Lyons. "We've worked hard to deliver a truck that is in a league of its own when it comes to capability, power and durability. We're pulling out all the stops with our Super Duty ad campaign to show truck customers what Built Ford Tough really means."
