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Ford backs up the truck

Published on .

Ford Motor Co.'s Ford division will air a 60-second Super Bowl commercial featuring actor Jack Palance as part of its introductory effort for the redesigned 1997 F-150 pickup. Ford is backing the debut with its biggest truck ad launch ever, an estimated $60 million budget that includes buys to dominate the first 24 pages of Sports Illustrated, Time, Newsweek, U.S. News & World Report, Field & Stream, Sports Afield and Popular Mechanics, and auto exclusivity in the Super Bowl weekend edition of USA Today on Jan. 26. J. Walter Thompson USA, Detroit, created the campaign aimed at maintaining the full-size pickup's status as best-selling vehicle in the U.S.

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