It’s all out in the open. No hiding behind sugar-coated words any more. Chevy’s clearly on the offensive in its latest 2012 Silverado super bowl ad where it warns you: Buy a Ford and you will die. A horrible, tragic death. Per the ad, Ford spells doom for anyone who risks driving it.
Ford’s not amused. They are clearly upset with the Chevy truck ad which suggests that Ford trucks are not tough enough to survive the apocalypse. Letters have been shot out to both the NBC as well as General Motors demanding that the offensive ad be pulled out.
GM remains unfazed. They stand by their claim that the Silverado is the most dependable and the longest lasting pickup on the road. Can last till after the world ends!!!! So if you are worried about the Mayan apocalypse, you need a Silverado.
Well, that’s what Ford believes. Ford is convinced (and would like to convince the ad viewers too!)that it is America’s number one selling truck for over 35 years and also the only brand with more trucks on the road with more than 250,000 miles. That gives it full marks for durability and takes it way ahead of Chevy.
Ford believes that the Chevy ad is totally false and misleading. Per Ford, while the Chevy ad leans on Polk data of longevity, the ad actually communicates that Chevy is more durable than the Ford. Polk’s data on durability is however in favor of Ford. That makes the Chevy ad baseless and its claims disparaging.
For those not familiar with ad, the Chevy ad shows a Chevy Silverado owner driving through the rubble of a post-apocalyptic city. The expression and the background music convey the feeling: We’ve made it! When the driver meets fellow survivors (all of whom are driving the Silverado) and asks about his friend Dave, he is told that Dave did not survive. Reason? He wasn’t driving the longest-lasting, most dependable truck on the road…he was driving a Ford.
In its letter to the NBC, Ford has demanded that GM refrain from running the commercial with immediate effect. It has also demanded that the commercial’s online presence and promotion be totally stopped.