In the high-profits game of pickup trucks, there can be only one winner.
To prove that presidential candidates aren’t the only ones who can sling mud, Chevy is back at it again with its face palm-inducing “real people, not actors” ad campaign. Only this time, someone might get offended. Of course, Chevrolet is using its latest ads to go after its sworn enemy Ford by trying to expose holes, both figuratively and literally, in its rival’s aluminum bodied truck. It may seem like a low blow at first, but Chevy has a good reason to try and sway truck buyers.
After all, the two best selling automobiles in the US are currently the Ford F-150 and Chevrolet Silverado, taking first and second place respectively. In case you don’t subscribe to Truck Monthly, the newest rendition of the F-150 manages to save 700 lbs of fuel-sucking weight over the previous generation with help from aluminum body panels. The only problem is that despite the strength density of aluminum, the metal can break easily and is fairly tough to repair. Chevy wastes no time in pointing this out using its latest volley of negative ads. In them, the “not actors” watch as front loaders dump 800 pounds of stones onto the bed of both trucks. As far as predictable television moments go, you can only image which of the trucks remains unscathed.
Prospective truck buyers will likely see these ads on sports channels, in movie theaters, and even in printed ads for those who live in truck hungry Texas. Ford fired back with a press release, which confidently stated that aluminum is durable enough for truck buyer’s needs and that given the current needs of the industry, it is the best option. Chevy pointed out that the test, "is a dramatic example of Chevrolet engineers’ work to select the right material, enabled by the right manufacturing processes, for the right application." Despite the tactical move on GM’s part, the next generation Silverado should come standard with aluminum too as engineers grapple with how to cut weight.
You can watch the commercial below to see what Chevy’s latest assault on Ford looks like.