General Motor's "2012" Super Bowl ad showed a man driving his Chevy Silverado in a post-apocalyptic scene. He is joined by his friends who have also survived the Apocalypse in their own Silverado's. But soon, he realized a friend missing.
"Where's Dave?" asked the man.
"Dave didn't drive the longest-lasting, most dependable truck on the road. Dave drove a Ford," replied one of the friends.
This ad impressed many the audiences during the one of the most watched televised program of the year. However, Ford was not among them.
Ford's attorney Lynn Matuszak sent GM a letter, demanding the ad should not be aired during the Super Bowl and any other media. Lynn wrote "Chevrolet has absolutely no basis to disparagingly imply that, in the event of a catastrophic event, Ford's pickup trucks and their respective owners will be reduced to ashes."
"We don't agree with some of GM's claims in their ad, particularly around durability, what's important is that Ford F-Series is proud to be the best-selling truck in America for 35 years... And Ford is the brand with the most pickup trucks on the road with more than 250,000 miles -- demonstrating just how durable our trucks are in the real world," said Ford spokesman Mike Levine.
"Any further action will be up to our legal team," Levine said.
But Joel Ewanick, GM Global Chief Marketing Officer, stands firm in the company's opinion.
"We stand by our claims in the commercial, that the Silverado is the most dependable, longest-lasting full-size pickup on the road. The ad is a fun way of putting this claim in the context of the apocalypse," said Ewanick in a statement.
Ewanick extended the company's sense of humor from the commercial to his official statement.
"We can wait until the world ends, and if we need to, we will apologize," said Ewanick. "In the meantime, people who are really worried about the Mayan calendar coming true should buy a Silverado right away."
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