Chevy Silverado's "Man Step" Ad Turns Ford's New Feature on its Head

By Jeremy Harrison

January 11, 2009

If just one of the big 3 automakers would make it through this economic mess, it would be Ford, in my opinion. That said, I got a chuckle out of a new Chevy Silverado commercial I saw today. It was targeted at Ford F-150. First, a little background.

Ford F-150 has been talking up a new benefit -- these cargo steps that make it easier to access the truck bed. Here's Ford's original commercial introducing the new feature:

Chevy followed up with a commercial that made the guys using the "man step" (as Chevy called it) look wimpy for needing a step.

It's a debatable tactic on Chevy's part. On one hand, they are drawing attention to a feature they don't have, which is risky. On the other hand, if they can quickly set the impression that it's a wimpy feature to have, and get people calling it a "man step," then it might be a way to remove Ford's advantage by changing public perception about the new feature.

I guess it's far cheaper to produce a new commercial that makes fun of the competitor than it would be to figure out a way to offer original new features of your own. Especially if you move as slowly & inefficiently as General Motors.

Keywords: advertising, television

Comments (12) - Post a Comment

I really want to see how this plays out over time. I know when the guys sit around the bar no doubt when the chevy vs ford discussions get heated up this will be a way to harass the ford guys. I personally see this as a great feature on the F-150, think about it how many baby boomers (my parents) are starting to retire, how many of them have arthritis or joint issues and would love this feature. I know when talking to my father about it he was impressed, its not easy and unsafe trying to get up on a down tailgate if its wet or your just old. Way to go Ford.

Matthew at 4:55pm EST - January 16, 2009

WAY TO GO FORD-FORD HAS ALWAYS BUILT A BETTER TRUCK

JOHN TAYLOR at 8:13am EST - January 21, 2009

Yeah! And now there is a new reason for someone to sue the crap out of them... Ohhh... I've falling and cant get up. I think its just a matter of personality....Chevy's have it sorry guys.

Nicole Robinson at 11:43pm EST - January 21, 2009

did anyone notice the subliminal Chevy promo in the movie Joy Ride? I though it was hilarious...

I don't want to ruin it for anyone who hasn't seen it.

Erik at 12:11am EDT - March 23, 2009

Ford should hire Mark (Mayday) May as a spokesman. Back in his football playing days. Howie Long was owned by Mark May. Long used to accuse May of holding him all the time but he was never called for it. Here's how the commercial should go: Howie should make a smart comment about his "little man step" and then May busts him in the mouth. Simple effective advertising.

mac user at 9:26pm EDT - April 12, 2009

I think this was a poor choice for Chevy. The "man step" is an option, one that Chevy dose not offer. If you don’t like it, don’t get it. It’s that simple. I think that this will be a big hit with older people who need the extra step. Then comparing the step bars to warranty coverage? That doesn’t make any scene. I have also seen it advertised as “or have a truck that gets 21mpg” which the f150 also offers. General Motors really shot them selves in the foot on this one.

Tyler Childress at 1:04am EDT - April 14, 2009

Just a thank you to Chevy for giving Ford an awesome nickname for our Man Steps.

Justin Chapman at 11:46pm EDT - April 18, 2009

Hey Howie...The company that makes your truck is being run by the government now :))

ford man at 8:43pm EDT - June 25, 2009

Pretty tacky of Chevrolet to attempt to belittle someone who finds the step beneficial. It's no wonder they needed a bailout. They need to replace their marketing department.

Max at 11:06pm EDT - September 12, 2009

I think that they are borrowing from the term, "Man-bag", which has even more insidiuos implications. Many good men do not have full use of their legs who would appreciate an intermediate step onto the cargo bed. Ever been to Iraq? I think that their admen are a bunch of poncy schoolboys who have no idea what sacrifice feels like.

Chris J Barton at 10:27pm EDT - September 21, 2009

I want to know why all the new chevrolet truck commercial show the chevy out doing the Tundra and the Dodge but nothing about the Ford

chris at 5:01pm EST - February 20, 2010

its just the truth FORD is BUILD TO LAST chey YOU SUCK ASKING FOR A BAIL OUT YOU BUNCH OF OPPS I BETTER NOT

DAVID JIMENEZ at 2:32am EDT - April 2, 2010