DEARBORN, Michigan — Denis Leary, the comedian who does double-duty as the voice of the Ford F-150 pickup truck, is showcased again in a new advertisement set to debut during Fox's NFL coverage on Thanksgiving Day.
This time, Leary touts the 2016 F-150's Pro Trailer Back-up Assist Technology, which is designed to make backing up a trailer easier.
The technology "helps take the frustration out of backing up," said Ford. "It works by letting the customer steer the trailer with a control knob while the truck steers its wheels and limits vehicle speed."
The new ad, dubbed "Brainstorm," describes the F-150 as "freakish" on trailer back-up.
The Texas Auto Writers Association named the F-150 back-up technology as the "Best Technology" of the year in October.
The back-up assist also took home honors from the Consumer Technology Association in its recent "Best of Innovations Awards." The F-150 technology won in the "vehicle intelligence" category.
Towing and high-tech features are a huge component of the decision for truck buyers.
Edmunds says: Leary is more straightforward than smart-alecky in this new F-150 ad, which is expected to educate consumers about the benefits of this segment-leading technology.