Hasta La Creative!

It doesn’t mention any competitors by name, but Ford’s latest commercial for the segment-leading F-150 pickup is meant to remind viewers where the Chevrolet Silverado and Ram 1500 stand, even after both were redesigned this year.

The 30-second spot, called “Big Dog,” reinforces the nameplate’s leadership in the full-size pickup segment and features a Great Dane, sand sculptures and comedian Denis Leary, a veteran of F-150 ads.

“This year was really about reiterating F-150’s standing and how that looms big over the competition,” Paul Trillo, the commercial’s director, told Automotive News. “The rest of the trucks on the market are sort of in F-150’s shadow, so no matter what they do, they are always going to be below the big dog.”

Continue reading at AdAge.com