Global Fastener News

Ford F-150 Pickup Advertising Highlights Bolts

John Wolz

Six steel bolts are the stars of Ford Motor Company”s year-long integrated television, print and outdoor advertising campaign promoting the redesigned F-150 pickup. The sustained advertising and marketing program will register more than 16 billion impressions during its run.
In the TV ad, an announcer strolls confidently below the truck and speaks glowingly of the payload capacity of the F-150. These ads will continue through the end of the year and show up in NFL football games, NASCAR races, rodeo competitions, and such top-rated television shows as “CSI,”” “”Law and Order,” “The Simpsons””and””Extreme Makeover.””
The bolts with the strength to hold a 5,000-pound F-150 suspended in mid air. These box bolts – or cargo and carriage bolts as the ads call them – join the truck frame to ensure that the box and cargo area are firmly secured to the truck. The bolts are produced by Textron Fastening Systems.
Print ads, which included three-page inserts featuring the box bolts, run in such publications as Field & Stream, American Quarter Horse, Boating, Country Weekly, Farm Journal, and Car & Driver. The headline asks: “What Does It Take To Build A Truck Like This?” The copy answers: “Think of them as six chrome-plated reasons why the new Ford F-150 has more payload capacity in its class. When it comes to attaching a pickup truck box to a chassis, our bolts have a big job to do.” �2004 FastenerNews.com