Ford preparing new marketing campaign for the 2011 F-Series Super Duty

Article by Christian Andrei, on August 29, 2010

Ford's new marketing campaign for the revised 2011 F-Series Super Duty will be launched soon. The ads and their corresponding print spots are expected to be bold. But don't be surprised if they seem familiar; they are just like the "rant" ads created last year for the revised F-150.

Ford stuck with the formula for these commercials that will continue to combine a monochromatic aesthetic, a significant amount of detail, and the sharp wit of narrator Dennis Leary. Media analyst firm, the Nielsen Company, said that these spots were some of the most popular auto ads that had aired.

Eric Swanson, vice president of Nielsen Automotive, said that viewers have said that these ads are "informative and clever" and were actually successful at shifting their opinion of the truck as well as with Ford in a positive direction.

Ford disclosed that this campaign is targeted at core truck buyers but that it's only a single aspect of the marketing plan for the new Super Duty. Ford regards social media as one of the most important segments.

Ford also said that the top-ten Super Duty-related forums have more active participants than there are on the 10 biggest Mustang fan sites. By offering some more insight into the development of the Super Duty, Ford believes that it will be able to appeal to the loyalists.

Since September 2009, a number of "webisodes" have been launched on the official Super Duty Web page, which displayed the engineering behind the truck, along with real-world testing.

The latest group of ads, which are narrated by "Dirty Jobs" host Mike Rowe, compares the Super Duty and its closest competitors (the Chevrolet Silverado and Dodge Ram Heavy Duty) in three separate challenges.

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