The 2015 F-150 pickup — which Ford says is constructed of "military grade" aluminum — won't arrive until late this year, but competitors' defensive maneuvering appears to be under way. General Motors' GMC brand has a new 30-second TV spot for the redesigned 2014 Sierra pickup with some military grade hardware of its own: a nuclear submarine.
The spot shows the pickup driving across a tundra (the frozen kind, not a Toyota) while the narrator says: "To build strength and durability into the bed of the all-new Sierra, GMC engineers demanded rolled formed steel for the same reason rolled steel is used in the hulls of submarines. Big ones."
And then a hull of a black submarine smashes through thick ice and surfaces.
The message: Steel is the metal you want for tough jobs.
GMC spokesman Brian Goebel said the GMC commercial is one in a series designed to emphasize the toughness of the Sierra. He said the commercial has been in the works awhile and is not a dig at the 2015 F-150's aluminum bed.
Yeah. How would anyone get that idea?