In the commercial, a man with a very masculine, authoritative, and somewhat cocky voice explains why the Ford F-150 line of trucks is the best; because it is the best selling line of trucks in America. He makes fun of the fact that other truck companies have to come up with obscure and less convincing reasons as to why their trucks are superior. In terms of visuals, the words that he is saying are displayed on the screen in a creative fashion which helps show the context of what he is arguing. There are also graphics to go along with what he is saying and at the end there are bold images of a Ford truck busting through a gate, hauling a trailer, dropping firmly from the sky, and just looking generally majestic while driving up a slight incline.
This commercial is effective because it undermines all the other truck companies by simply stating that the consumers are choosing Ford and the consumers are who really matter because they are the ones evaluating the trucks and choosing the brand of truck that they believe to be best. The commercial gets into the viewers head and tells him or her that people just like them believe that Ford trucks are the best so they should share that belief as well. This is powerful manipulation because its not even the man on the commercial telling the viewer that Ford trucks are the best, its the man stating the true fact that other viewers and consumers say that Ford trucks are the best. The question posed is which truck company is the best and the claim is that Ford is the best due to its high sales, which is something that is irrefutable because it is based in statistics. The commercial appeals to the consumer’s desire to get what is best and most popular. It makes people want to buy a Ford truck because so many others have chosen Ford and been pleased. It also does not allow for the viewer to ask whether another truck company could be best because it flat out says Ford is the best since most people choose Ford. The commercial is very good because it gets straight to the point and contains an argument that few people will question. I find it interesting that it conveys the message that other truck companies try to manipulate the consumer by claiming that they have the best of various unimportant features, when really Ford is manipulating the viewer by saying that the other companies have bad reasons as to why their trucks are the best. Overall, the commercial does seem very sincere and genuine at first watch, so i believe it is very effective.