Country Star Toby Keith Plays Multiple Roles in New Ad

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DETROIT ( -- Ford Motor Co. teases the Sept. 4 arrival of its all new Ford F-150 pickup in a new commercial breaking
Toby Keith plays all the roles in this new commercial for Ford's F-150 pickup truck.
today on national broadcast and cable networks.

The brand's pitchman, country singer Toby Keith, gets lots of exposure in the 30-second ad, playing a security guard, pickup test driver, passenger and timer as a trio of Ford pickup trucks are put through their paces at Ford's Proving Grounds in Arizona.

Performs songs, too
The musician also wrote and performs the song heard in the background. The lyrics echo the tagline for Ford Division's carline, "If you haven't looked at Ford lately, look again."

The ad is from Detroit-based J. Walter Thompson, Ford's advertising agency, which is part of WPP Group.

Ford earlier this year said it will back the 2004 F-150 with $100 million in media during the model year. The pickup line is the nation's longest best-selling model, car or truck, and is vital to the automaker.

Truck as concert stage
The Ford brand is also sponsoring Mr. Keith's yearlong, 60-stop concert tour, which starts today in St. Louis. Ford created a custom F-150 pickup that the singer will drive onto the stage to open each show. The sides of the so-called Transformer truck drop down, speakers come out of the side bed and the roof opens to form the stage.

Rich Stoddart, who oversees advertising as marketing communications manager at Ford Division, said the Transformer takes Ford's sponsorship of the tour to another level. "Anyone can put their name on a [concert] tour."

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