At a Ford testing facility, the new Ford F-150 truck drives at top speed into a trench filled with water. It sends a wall of water high into the air covering the view of the truck. A large wave then comes crashing into the camera at slow motion.

All promotion centered on the Next F-150 and the Bowl Championship Series, running in, contextually sport relevant media. The Built Ford Tough Play of the Game was a 'brand hero' spin on the familiar play of the game. Additionally, a 60' live-like giveaway of the truck became a seamless part of the Sugar Bowl pregame show. Network talent provided continuity for the segment, while the prduction values mirrored those in the broadcast itself.

The bonus exposure achieved through our ABC partnership resulted in a 126%return in media value vs our investment. More importantly, the programme sold F-150s. Measurable sales to programme registrants resulted in a 129% net sales return over and above our promotional costs.