DETROIT -- "I wouldn't portray this as just yet another advertising campaign," a Chevrolet marketing executive said while discussing Chevy's ad blitz that literally dumps on Ford's franchise product.

Talk about an understatement. The 30- and 60-second commercials featuring see-through cracks in the aluminum beds of F-150s are getting heavy rotation during one of the busiest sports seasons of the year, not to mention long-form versions that will greet moviegoers at thousands of theaters. They are the marketing equivalent of a cluster bomb, the most scathing and provocative automotive ads in years. Building an entire campaign on the floor of Ford's gashed-up pickup bed makes the one-upmanship typically seen in truck marketing -- boastful claims of top payload ratings or fuel economy -- look like a schoolyard shoving match. "This is different," says a former high-level Detroit 3 marketing executive. "This is taking a serious shot at who you are. At your identity. At the very idea of Built Ford Tough."   more ...

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