DETROIT -- Ford Motor Co. will launch a new advertising campaign for the re-engineered 2011 Ford F-150 pickup truck starting tomorrow.
The campaign uses the “rant” style that Ford first introduced on the 2008 ads for the F-150.
While researching the effectiveness of automotive advertising, Ford said, Nielsen IAG found that in the past two years, the F-150 brand has become more recognizable as a result of the rant ads.
And Ford's research revealed viewers now associate that style with the Ford brand.
“These same viewers have told us they feel the ads are clever, unique and informative,” said Eric Swanson, vice president of Nielsen Automotive. “In a television advertising environment that is full of clutter, it's critical to stand out from the crowd.”
The ads talk about the pickup's durability, fuel economy and capability.
“Hey, here's a little good news,” one television ad says. “If you want decent mileage in a pickup, you don't have to order your engine off the kiddie menu anymore. Say hello to variable cam timing, direct injection and piston cooling jets. Yeah. The engineers at Ford have been busy.”
The F-150 has four new engines, including a 3.7-liter V-6, 5.0-liter V-8 and 6.2-liter V-8. The fourth is a 3.5-liter V-6, direct-inject, turbocharged EcoBoost engine. That engine delivers fuel economy gains of up to 20 percent compared with larger engines of similar power.