Ford and its F-150 Big Dog ad subtly mames fun of Ram and Chevy pickups, reinforcing their leadership in full-size pickups. Via Automotive News:
“This year was really about reiterating F-150’s standing and how that looms big over the competition,” Paul Trillo, the commercial’s director, told Automotive News. “The rest of the trucks on the market are sort of in F-150’s shadow, so no matter what they do, they are always going to be below the big dog.”
The spot was produced by Ford’s ad agency, GTB, which enlisted creative services company Big Block. The commercial’s director of photography, Paul Cameron, has worked on TV shows such as Westworld and movies including the Pirates of the Caribbean franchise.
Despite the boasts, the automaker does not directly call out Ram or Chevy, in contrast to the Chevy Silverado commercials that attacked Ford by name and literally poked holes in the aluminum bed of an F-150.
“When you’re the No. 1, best-selling truck in America, there’s no need to directly call out the competition by name,” Trillo said. “Instead, it was about visualizing the F-150’s prowess in a way that no other truck commercial would do. There’s a cheekiness to the visuals, from the dog bobblehead to the exploding truck sand sculpture, that reminds us F-150 remains in the lead and it’s not afraid of having a little fun while it’s ahead.”