Ford To Spend Big To Convince That The F 150 Is For You

DEARBORN, Mich., Aug. 28, 2003 -- A new era of Built Ford Tough begins Sept. 4 as the new F-150 hits dealer showrooms across the nation, ushered in with an unprecedented advertising campaign.

Ford and J. Walter Thompson USA are introducing an integrated television, print and outdoor advertising campaign for the 2004 F-150. The advertising dramatically depicts the class-leading capabilities and attributes of the 2004 F-150, demonstrating that Ford again has set a new standard in the full-size truck market.

"We are giving the F-150 the biggest and most comprehensive marketing launch of any product in our history," said Steve Lyons, Ford Division president. "The F-Series pickup is America's best-selling vehicle for 21 years running -- it is the only product that could star in a campaign of this magnitude."

A multi-media tease campaign launches Aug. 29 with four 15-second television spots, an Internet banner campaign and full-page ads that will run in USA Today and publications in several key truck markets. The tease campaign is designed to build excitement for National F-150 Kickoff Weekend, when Ford will debut its national F-150 advertising in conjunction with NFL Kickoff Weekend.

Truck buyers in America will be focused on two things on Sept. 4 -- football and the next F-150. Four television spots will begin to air in heavy rotation as the NFL regular season gets under way, reaching half of the core truck buying audience during the first weekend of the launch. Each features the campaign theme, "Only this truck earned the right to be the next F-150."

Six print ads will begin appearing in September weekly and October monthly publications and will engage and educate readers by highlighting F-150 key product attributes and class-exclusive features. Each ad will communicate one select product message and will launch with multi-page units and spreads.

Outdoor billboards will be on display in 10 key truck markets across the United States beginning Sept. 4. The billboard creative will feature a front three-quarter photo of the F-150 with the copy "The Next F-150" and the Built Ford Tough logo.

Additionally, Ford Division is rolling out its largest-ever multicultural campaign, with Hispanic, African-American and Asian-American print and television ads that highlight the 2004 F-150.

"We are operating from a position of strength with the new F-150," said Lyons. "This marketing launch communicates our dedication to leading the full-size pickup truck market, and conveys the passion and ingenuity behind this great new truck. Beginning Sept. 4, everyone will know the new F-150 has arrived."