Denis Leary Wants You to Get The F... 150.
Reprising his trademark mile-a-sec rant thing, Leary handles VO duties for Ford's latest F-150 campaign. (No clip yet but you can preview some of the effect here.) Instead of focusing on hype and outrageous stunts like Dodge and the other Manly Truck Brands, this one's about Movable Type Lite and product benefits. Except that, uh, they're going to do head-to-head stunts hyping the differences between them and their competitors. (You can go to the other part of the site for outrageous stunts like Dodge and the other Manly Truck Brands do.) It's not a bad approach though, considering Toyota's been running Ford's playbook when it comes to truck campaigns: Bold type, Tonka color schemes and everyday scenarios that Joe the Plumber would love. One small thing: For a campaign that's supposed to "pull-no-punches" and center on unrivaled capabilities, why not at least post the campaign on YouTube?
Comments
head to head stunts? ranting vo? i liked this idea better when pontiac did it.
http://www.youtube.com/watch?v=CrvFo2VosO0
hey, they did post it on youtube!
Yeah, the only thing Toyota's missing from its truck campaign is the truck's capability that beats Ford's.
I'm working (daily) with our ad agency & marketing team to consider digital rights as they negotiate contracts. If they don't secure them up front, it makes it difficult for us to do the YouTube thing.
Scott Monty
Global Digital Communications
Ford Motor Company
Thanks for responding Scott. But, Ford owns the spot, no?
To my knowledge, we own TV and radio rights; I'm trying to see if we also secured online as well.
Slight correction: Ford did indeed secure digital rights for these ads, and is completely conscious of this for all of our ads. Typically, the rights are negotiated for a limited amount of time, commensurate with the length of the campaign. In this case, the rights are secure for 6 months.
My confusion lay in the fact that I couldn't find the videos when I searched YouTube for "F-150." Chalk it up to poor search results and a poor assumption on my part.
Scott Monty