DEARBORN, Michigan — Ford will launch a multi-platform advertising campaign for its 2015 Ford F-150 pickup truck with TV commercials that will debut on the NCAA college football playoffs on New Year's Eve.
The aluminum-bodied F-150 is all-new for 2015. Advertising focuses on the strength and durability of the new truck and innovative new features such as integrated ramps and a remote tailgate. The spots feature men at work loading up and hauling with the F-150.
The first commercial to be released is "The Anthem," a 60-second spot in which a worker walks away "toward the future," with his back to the viewer. The 30-second commercial "What's Next" focuses on innovations and technology on the new F-150, while the 30-second "Move It" commercial highlights the truck's capacity, including its maximum 12,200-pound towing capability.
The first batch of commercials don't feature claims about fuel economy, but U.S. Marketing Communications Manager Keith Koeppen said the F-150's fuel economy numbers will be mentioned in a future ad.
There will also be commercials directed at Spanish-language customers, both in Spanish and English, set to air on mass-market networks as well as Hispanic outlets, he said.
Ford has also redesigned its Built Ford Tough logo, which will also make its debut in the ads. The logo has been around since 1976 and is getting its eighth redesign, this time to make the lettering and edges out of brushed aluminum.
Although Ford picked a football audience to roll out this campaign, the F-150 won't show up in advertising at the Super Bowl, Ford's U.S. Marketing Director Chantel Lenard told Edmunds.
"We'll be well engaged into our launch by February," she said.
Edmunds says: People settling in to start the New Year with football should be a very appropriate audience for Ford's workhorse F-150.