The Ford F-150's Latest Commercial 'Brakes' New Ground (and Airplanes)
By: Mike Levine Posted: 10-17-07 00:00 ET
© 2007

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A pickup romping through mud doesn't wash anymore when it comes to truck commercials.

Earlier this year, Ford used cutting edge, computer generated effects to virtually assemble a 2008 F-Series Super Duty pickup in 30-seconds during the Super Bowl. The promo used actual engineering and design data to realistically render the truck, as ex-NFL football player Matt Battaglia explained its important features, like the dual sequential turbos in its 6.4-liter Powerstroke V8 diesel.

But while computer graphics are good for simulating the impossible, nothing beats a real-world demonstration of a truck's capabilities. The more extreme, the better.

Which is why in Ford's latest F-150 commercial, 'Cargo', they dropped the truck out of the back of an 30,000-pound C-123 military transport plane, AS IT LANDS, to demonstrate the F-150's four wheel disc brakes' stopping power slowing the lumbering aircraft to a stop.

It might look like it could have only been done with bits and bytes, but Ford spokespersons say it doesn't get any more real than this. And to back up that claim, they shot behind-the-scenes footage of the making of 'Cargo'.

Check out the action that went on behind the camera lens, at bottom, and the final 30-second spot.

The 'making of' video also has quick interviews with Brad Ewing, 2nd Assistant Director, who opened the back doors while the plane was flying (he's the guy in the top picture) and Rich Rutherford, the stunt driver who piloted the F-150 out the rear of the C-123.

Oh yeah, it's got Mike Rowe, too. He hosts the on-location tour and making of the advertisement. So while you won't see any mud, you will see the host of Discovery Channel's 'Dirty Jobs' explain how it was done, as only Mr. Rowe can.

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