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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 Silverado 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 F-150 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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