Ford Motor Co. used the first-ever College Football Playoff as a platform to launch its ads campaign for the new aluminum F-150, with the first three spots highlighting how the new body paved way for a more durable and stronger pickup.
Ford will start highlighting how the F-150’s lighter aluminum body makes it the most fuel-efficient gasoline-powered full-size pickup available when the fourth spot is launched at a later date.
The main reason why the truck’s fuel-efficiency advantage wasn’t mentioned in the first three spots could be that Ford is launching the ad campaign for the F-150 earlier than it usual, and its EPA ratings were still not available to be included in the initial ads.
This also indicates that Ford is confident it could attract buyers with other capabilities and features of the new truck, aside from fuel economy.
According to Ford officials, that was the plan all along, and that carmaker has not revised its strategy with the F-150, even as gasoline is in its lowest prices this month in over five years. Ford chief executive Mark Fields remarked that lower fuel prices did not diminish at all customers’ desire for more fuel-efficient products.
The American carmaker ran the first F-150 commercial during Peach Bowl on Dec. 31. Ford also ran spots during other bowl games, including the two semifinal matchups on Jan. 1, 2015, and will run them on Jan. 12 national championship game.
The carmaker’s luxury brand, Lincoln, will also use the bowl games as a platform to launch the ads campaign for MKZ sedan, headlined by actor Matthew McConaughey.
Ford, however, will not advertise the F-150 during the National Football League’s Super Bowl game on Feb. 1. According to Keith Koeppen, Ford’s US marketing communications manager, there is “no bigger stage to debut the F-150 creative than the College Football Playoff.”