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.