You’ll likely see the beginning of Ford’s new marketing campaign for the revised 2011 F-Series Super Duty. Like the pickups’ C-channel grille insert, expect the spots to be brash and immediately in your face.
If they seem familiar, they should. For the most part, the ads – along with the corresponding print spots shown here – echo the “rant” ads crafted last year for the revised F-150. Commercials mix a monochromatic aesthetic, a substantial amount of detail, and the acerbic wit of narrator Dennis Leary. It’s not too surprising Ford’s stuck with this formula – media analyst firm The Nielsen Company says the spots have been some of the most popular auto ads on the air.
“Viewers told us the ads are informative and clever,” said Eric Swanson, vice president of Nielsen Automotive, “and have shifted their opinion in a positive direction – not only for the truck, but for the Ford brand in general.”
Ford says the creative campaign is aimed squarely at core truck buyers, but it’s a single facet of the marketing plan for the new Super Duty. Surprisingly, social media is perhaps one of the most important segments. In fact, the automaker says there are more active participants on the top-ten Super Duty-related forums than there are on the ten largest Mustang fan sites.
To target the die-hard Super Duty loyalists, Ford offered a little extra insight into the development of the truck. Starting back in September 2009, a number of “webisodes” were launched on the official Super Duty Web page, which showcased the engineering behind the truck, along with real-world testing. The latest batch, narrated by "Dirty Jobs" host Mike Rowe, pit the Super Duty against its rivals – the Chevrolet Silverado and (Dodge) Ram Heavy Duty – in three different challenges.
Those Webisodes are already live, but look for the actual TV spots to hit the airwaves in the next few weeks. 2011 Super Duty trucks, however, are already at dealers across the nation.