Ford Super Duty Launch Campaign

This “big brother” campaign for the new 2011 Ford Super Duty pickup truck continues Ford Truck’s Rant series that started with the campaign I produced for the 2009 Ford F-150.

But this time it’s very graphic black-and-white locations with Denis Leary ranting about how the last thing you need is a truck that doesn’t have the stones to bring home the Benjamins. The type rant following Leary’s voice is graphically integrated into the live-action backgrounds. Lots of big claims for this big truck. When your livelihood’s on the line, the last thing you need is your truck swaying back-and-forth like hippies around a campfire.

These spots are bold and in your face – what else would you expect from a truck with a name like Super Duty?

Offspring NY created the graphics with live-action direction and overall design by Vince Haycock of A Very Small Office.

Ford F-150 Launch Campaign

This is a 7-spot campaign I produced for Team Detroit for the launch of the reengineered and redesigned 2009 Ford F-150 pickup truck. Maybe you’ve seen the spots on the air. They’re crazy smart.

The graphically driven concept is based on a “rant” that visually shows the spoken word as “living” type integrated with graphic backgrounds and live-action vignettes of people interacting with the truck. Denis Leary rants about the various capability stories of towing, fuel economy, payload, safety, interior, and technology.

The campaign aired heavily on Sunday football. Ford Truck “Joe” loves his Sunday football. I think the rant approach works great as a new look and style for the F-150.

Offspring NY designed and created the graphics in conjunction with live-action director Vince Haycock from A Very Small Office.