• Best-in-class product capabilities and attributes are the foundation of the comprehensive F-150 advertising campaign.
• Sustained advertising and marketing campaign will achieve more than 16 billion impressions during the course of the launch.
• Largest-ever Ford Division multicultural launch includes Hispanic, African-American and Asian-American ads.

DEARBORN, Mich., Aug. 28, 2003 - A new era of Built Ford Tough begins Sept. 4 as the new F-150 hits dealer showrooms across the nation, ushered in with an unprecedented advertising campaign.

Click on Picture Below to Play Video  (Media Player) Phase One "Mud" "Frame" "Neil's Road" "Water"

Ford and J. Walter Thompson USA are introducing an integrated television, print and outdoor advertising campaign, as well as an extensive marketing communications plan for the 2004 F-150. The advertising dramatically depicts the class-leading capabilities and attributes of the 2004 F-150, demonstrating that Ford again has set a new standard in the full-size truck market.

"We are giving the F-150 the biggest and most comprehensive marketing launch of any product in our history," said Steve Lyons, Ford Division president. "The F-Series pickup is America's best-selling vehicle for 21 years running - it is the only product that could star in a marketing campaign of this magnitude."

Phase One - Tease Campaign

The multi-media tease campaign will launch Aug. 29 as a series of four 15-second tease ads hit the airwaves. The ads, Mud, Frame, Neil's Road , and Water , give viewers a slight glimpse of the next F-150 through imagery and sound. The spots conclude with an end frame that states, "The Next F-150: Coming September 4," above the Built Ford Tough logo.

The tease television commercials will be complemented by an Internet banner campaign and full-page ads that will run in USA Today and publications in several key truck markets. The print ads will build for three days, finally revealing the 2004 F-150 on Sept. 4.

The tease campaign is designed to build excitement for National F-150 Kickoff Weekend, when Ford will debut its national F-150 advertising and host grassroots dealer events to celebrate the arrival of the next F-150 in dealerships across the country.

Phase Two - Earned the Right

Truck buyers in America will be focused on two things on Sept. 4 - football and the next F-150. Four television spots will begin to air in heavy rotation as the NFL regular season gets under way, reaching half of the core truck buying audience during the first weekend of the launch.

Click on Picture Below to Play Video  (Media Player) Phase Two "America's Truck" America's Truck: Shot 1 Shot 2 Shot 3 Shot 4 Shot 5 "Power Trip" Power Trip Screen Shots: Shot 1 Shot 2 Shot 3 Shot 4 Shot 5 Shot 6 "Twists and Turns" Twists and Turns Screen Shots: Shot 1 Shot 2 Shot 3 Shot 4 Shot 5 Shot 6 "Quiet Time" Quiet Time Screen Shots: Shot 1 Shot 2 Shot 3 Shot 4 Shot 5 Shot 6 Shot 7

America's Truck , F-150's epic ad, captures the legacy of Ford's 26 years of truck leadership in both a 30- and 60-second spot. It portrays Ford's commitment to build on its past success to provide customers with an even stronger and tougher full-size pickup that satisfies previously unmet customer needs. Designed to communicate Ford's presence as part of the American landscape, the ad depicts the F-150 being built along a large assembly line that spans the United States. As the F-150 chassis rolls through farm country, fields and urban scenes, it slowly becomes assembled. The main message communicated: "When Ford builds the new F-150, there are promises to keep. And only one truck earned the right to be the next F-150."