Chevrolet has slipped in the full-size pickup truck segment this year, and the brand is aiming to sway consumers back into its court with a slew of new advertisements.
Remember the Chevrolet Silverado ad touting its high-strength steel bed over the Ford F-150’s aluminum construction? This time, Chevrolet has a new take to exploit the F-150’s shortcomings. The spot follows the familiar “Real People, Not Actors” motif and invites F-150 owners to view a next-generation truck.
The camouflage pegs the pickup to be a new F-150, and owners are walked through the highlights of the “new truck.” They include the bumper-mounted bed steps, automatic-locking rear differential and a high-strength steel bed. It’s not long until the camo is ripped off to reveal the “improvements” are actually the current, 2017 Chevrolet Silverado. Surprise!
But, there’s more.
Chevrolet has also produced two “Head to Head” videos to showcase the features of Chevrolet’s light- and heavy-duty trucks in real-world situations. The tenor of the video is why the Silverado should be truck buyers’ next pickup. Of course, Howie Long is present to help make the case.
Finally, we come back to the infamous tool box and bed test. In an unlined bed, the Ford Super Duty still punctures in testing, despite Ford claiming the bed has been reinforced with a thicker aluminum. While that fact is true, the Silverado’s bed walks away relatively unscathed without a liner.
Chevrolet has placed the target on Ford yet again. Now, consumers will give a final answer as to whether or not this new ad blitz makes a compelling argument.