Three television commercials focused on Ford Motor Co. redesigned 2011 Ford Super Duty pickup were seen over the weekend to coincide with the start of the National Basketball Association playoffs. Actor Denis Leary impresses as he voiced the 30-second spots that mark an evolution of Ford's F-150 campaign.
The commercials emphasized the Super Duty's fuel use, towing capability and trailer sway-control system. Meanwhile, television personality and Ford spokesman Mike Rowe hosted three comparisons on fordvehicles.com as part of the digital portion of the campaign.
The three-minute segments showed a head-to-head comparison between the Super Duty and the 2010 Chevrolet Silverado HD and 2010 Dodge Ram HD in torque, towing and fuel efficiency.
Ford will also have print ads for the Super Duty that are intended to appeal to a heavily male audience in publications including Sports Illustrated, Field & Stream and Builder.
The truck will also be seen at lifestyle events such as country music star Toby Keith America's Toughest Tour this summer.
The redesigned Super Duty, which started selling in March, is equipped with a new 6.7-liter Power Stroke diesel engine and a new, 6.2-liter gasoline engine partnered to a new TorqShift six -speed transmission.