Brand: Ford F-150 Truck
Target: Serious Pickup Users
A Ford F-150 Truck is hoisted up into the air, with the entire weight of the truck carried by a bolt – 6 of which are used to bolt the flatbed to the frame of the truck.
There is nothing original about this ad, but it WORKS. Why? Because Ford is staying absolutely true to its F-150 brand positioning “Ford Tough.” And because the “permission to believe” or “reason why” – in this case the fact that one bolt for this truck is strong enough to bear the weight of the entire truck – is believable.
Also – for those friends of mine in love with location shots, long intros and great artistry – I should note that the F-150 is the hero here – it is on camera the entire time. In a lab. Contrast this with the Nissan X-Terra spots which have the Nissan rambling all over the countryside but are nowhere near as focused in their delivery against the brand positioning.
I hate pickups and I drive an imported car, but I have to say kudos to Ford. It’s nice to see an American car manufacturer absolutely nail a spot like this.
“Tough” isn’t a particularly unique positioning and it may be difficult to own in the long term. It does cross territory with Jeep, Hummer and a few other brands, although the products are not direct competitors in most cases. Still, Ford has done a good job over a long period of time..
Branding Bottom Line -
Ford got it right for the F-150. Now work on the rest of the product line