It shows an end-of-the-world scene in which the Silverado owner survives, but the Ford-driving friend doesn’t.
Horizon Media’s Senior Vice President of Research, Brad Adgate, says:
“Ford asked GM. ‘Hey could you just change the ad?’ General Motors refused and over 100 million viewers saw the results.”
Ford says that according to insurance industry data, it’s Ford – not GM – that has the safer pickup truck.
But now that the ads have aired, Adgate expects Ford to come back with an ad of its own:
“It’s a first strike, and you know, typically, it’s like warfare – there’s going to be a retaliatory strike somewhere down the road and we’ll see how well GM can handle it. “
Rivalry ads aren’t unusual – especially at the high stakes Super Bowl. Adgate says:
“Coke and Pepsi have been doing it for years. You know, we have the beer wars and there have been other product categories where they go at each other. It’s just not typically done with cars, but things are getting competitive.”
In fact, the auto industry dominated the Super Bowl ads – including the one from Chrysler, which ran for two whole minutes during half-time – a sort of pep talk for America, starring Clint Eastwood.
And as Detroit gets back into gear, global rivals, including Honda and Volkswagen, made sure to get in the game, too – hoping to score a touchdown with Americans who are once again looking to buy new cars.