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Chevy goes after aluminum Ford F-150 in new ad [Video]

by Drew Johnson

Chevy is taking direct aim at the durability of the Ford F-150.

Chevrolet is rolling out a new ad campaign pitting it's steel-bodied Silverado full-size truck against Ford's F-150, which is made mostly out of aluminum.

Created in the company's ‘real people, not actors' style, Chevy's latest commercial tests bed durability between the and the F-150. For the demonstration, 55 landscaping blocks weighing a total of 825 pound are dropped from a height of five-feet into the trucks' beds.

In the ad the Chevy emerges with just scratches and dents while the F-150 sustains heavy damage that includes punctures and cracks. According to Chevy, it filmed 12 takes of the bed durability test, with the results holding steady every time. Moreover, the average 4.3 punctures per shoot.

"We engineer and build our trucks with customers' expectations in mind,” said Sandor Piszar, Chevrolet truck marketing director. "For example, Silverado features a roll-formed, high-strength steel bed because truck customers demand the ability to haul their toys, tools and other cargo. These videos demonstrate the real-world benefits of the Silverado's bed, in both extreme and everyday scenarios.”

Chevrolet backed up its commercial with scientific data. Using a 17-pound wedge striker, Chevy found that the bed in its Silverado could withstand up to 90 joules of impact energy without failing. The F-150, on the other hand, showed hairline cracks at 30 joules and completely punctured with 40 joules of energy.

In a separate test, both trucks were subjected to a handheld toolbox being dropped from the side of the truck. In 12 of the 14 tests, the Silverado sustained only a dent. In the other two, the toolbox left small pinholes in the bed. The F-150, meanwhile, suffered a "sizeable puncture” in 13 of the 14 demonstrations.

Chevy plans to air the commercial in both 30- and 60-seconds spots. The ad will also run before movies.

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