There were several Chevrolet ads that aired during last night’s Super Bowl XLVI. And somewhere in between Tom Brady’s safety and Madonna’s occult halftime show, Chevy's "2012" ad featuring the Silverado got its airtime, much to Ford’s dismay. Ford’s beef with it all was Chevy’s verbal sucker punch at the end of the ad, which seemed to tell people that if you’re driving an F-Series pickup during Armageddon, you’re not making it through alive. Because according to data, the Silverado is “the most dependable truck on the road”. However, the fine print below the ad reads “dependability based on longevity: 1981-2011 full-size pickup registrations.” Ironic, considering the ad is set in 2012.
So, just how mad did The Blue Oval get, and what sort of action was taken? On the eve of the big game, Ford “pressured” Chevy, and subsequently NBC, to pull the $7 million, one-minute car ad, according to Yahoos! Motoramic blog. Ford’s Mike Levine (formally of Pickuptrucks.com) wasn’t a fan either, noting that there are more Ford trucks running with over 250,000 miles on the odometer than any other make.
GM marketing chief Joel Ewanick replied in tongue-in-cheek fashion.
“We stand by our claims in the commercial, that the Silverado is the most dependable, longest-lasting full-size pickup on the road. The ad is a fun way of putting this claim in the context of the apocalypse,” said Ewanick. “We can wait until the world ends, and if we need to, we will apologize. In the meantime, people who are really worried about the Mayan calendar coming true should buy a Silverado right away.”
While Ford and Chevy continue their rivalry, have a look at the enraging ad just below, and have a Twinkie while reading the presser.
This article was written by Manoli Katakis, GM Authority.