Ford F-150 Unparalleled in Capability, Ad Strategy

Ford F-150 Unparalleled in Capability, Ad Strategy

-- New pull-no-punches advertising campaign centers on 2009 Ford F-150's unrivaled capability, unsurpassed fuel economy and safety leadership, not stunts or gimmicks -- Television advertising begins Sunday on "NFL on Fox;" print and radio ads to follow -- Digital segments launch in mid-November with side-by-side comparisons of F-150 and competitive trucks, helping customers see how the pickups stand up to a variety of conditions they're likely to encounter during their life cycle

DEARBORN, Mich., Oct. 30 /PRNewswire-FirstCall/ -- Television advertising for the new 2009 Ford (NYSE:F) F-150 begins Sunday on "NFL on Fox" with a series of straight-talking spots emphasizing the new pickup's class-leading capability, unsurpassed fuel economy, safety leadership and smart technologies.

Purposely void of corny gimmicks and flashy stunts, Ford's campaign aims at core truck buyers who use their pickups for work and play and need to see what -- and how -- the new F-150 delivers that other trucks simply can't.

"The F-150 campaign focuses purely on the product, because that's where customers are today," said Jim Farley, Ford group vice president, Marketing and Communications. "Hype doesn't matter. True truck customers want to know what's different about the new F-150. With this approach, they can see and vicariously test this truck, getting a good sense of how it outperforms the competition even in extreme conditions."

In addition to TV and radio ads, a new online application will launch in mid-November at www.fordvehicles.com with a series of real-world comparison tests that put F-150's unmatched capability in towing, hauling, durability and fuel economy front and center.

The four documentary-style webisodes, called Prove It, are hosted by F-150 Chief Engineer Matt O'Leary and Mike Rowe of "Dirty Jobs." They were filmed at Ford's Michigan Proving Ground in Romeo, Mich., where the company torture tests its trucks during development.

"Customers don't have the option of owning a truck for 10 years and seeing what it delivers, but our approach gives them a pretty good idea," Farley said. "This is a different route than other companies are taking, but we believe customers are smart and deserve straight talk about trucks."

For instance, one of six TV spots reinforces the F-150's unsurpassed fuel economy by showcasing the SFE -- or Superior Fuel Economy -- package that delivers 15 mpg in the city and 21 mpg on the highway. In rapid-fire fashion, actor Denis Leary says in a voiceover:

"I figure the engineers who built the all-new '09 F-150 are probably the
same guys we all cheated off of in science class. We're thinking about
pizza, they're thinking about aerodynamic wake properties. Crazy smart.
Take fuel economy, for example. They gave it 21 miles per gallon. You
can't get a truck with better mileage."

Another spot emphasizes F-150's class-leading towing capability of 11,300 pounds with standard Trailer Sway Control, giving the driver confidence while towing heavy loads. Viewers will hear:

"OK, so you're driving up to the lake for the weekend when suddenly a big
boat pulls up next to you and you notice, hey, it's yours. That's when it
occurs to you that while having a lot of towing power is nice, a little
control to go with it would be great, too. Enter the all-new '09 F-150.
It's got the most towing and now an advanced trailer sway control system.
And guess what, it's standard. Anchors aweigh, baby."

On sale now, the new F-150 delivers class-leading towing capability of 11,300 pounds and hauling capacity of 3,030 pounds -- a combination no other competitor can match.

The new truck also offers fuel economy that has improved an average of 8 percent across the entire lineup, thanks to a wide range of engineering enhancements. The fuel economy gains reach as high as 12 percent versus the prior model year on F-150 models equipped with the high-volume three-valve, 5.4-liter V-8 engine.

The new 2009 F-150 is produced at the Dearborn (Mich.) Truck Plant and Kansas City Assembly Plant.

Source: Ford Motor Company

CONTACT: Anne Marie Gattari of Ford Motor Company, +1-313-323-7809,
+1-313-587-9256 (cell), agattari@ford.com

Web site: http://www.ford.com/
http://www.fordvehicles.com/

NOTE TO EDITORS: Go to http://media.ford.com for news releases and high- resolution photographs.

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