"When you're the No. 1, best-selling truck in America, there's no need to directly call out the competition by name," Trillo said. "Instead, it was about visualizing the F-150's prowess in a way that no other truck commercial would do. There's a cheekiness to the visuals, from the dog bobblehead to the exploding truck sand sculpture, that reminds us F-150 remains in the lead and it's not afraid of having a little fun while it's ahead."
Ford's F series has been the nation's top-selling pickup for the past 41years, but competition is increasing. The Silverado, GMC Sierra and Ram 1500 have been updated this year with new engines, interiors and unique features meant to eat into the F series' market share. Ford, meanwhile, has added a diesel option to its truck.
F series U.S. sales grew 4.8 percent to 603,926 vehicles through August. Silverado sales increased 4.4 percent to 379,441 units, according to Automotive News estimates, while Ram truck sales fell 1.2 percent to 323,727.
Trillo said GTB and Ford essentially gave him a "blank canvas" to create the ad, and the idea to use dog imagery came from lead copywriter Tom O'Connor and Brad Hensen, the commercial's executive creative director.
Big Block shot the ad in multiple locations in California. It will run nationally through year end, particularly during NFL games.