• November 5, 2010

Ford is continuing the campaign it launched two years ago with comedian/actor/former chain-smoker Dennis Leary. The new F-150's television and print advertising campaign for the 2011 F-150 features 30-second television spots starting Saturday with a "no compromise" theme.

Ford offered a sample of the voiceover: "Hey, here's a little good news. If you want decent mileage in a pick-up, you don't have to order your engine off the kiddie menu anymore. Say hello to variable cam timing, direct injection and piston cooling jets. Yeah. The engineers at Ford have been busy."

The ads go on to tout things like towing ability, and fuel economy. Print ads are rolling out in books like Sports Illustrated, Road & Track, Field & Stream and Popular Mechanics. The ads tout the truck's EcoBoost engine designed as a fuel saver.

The automaker is also launching a series of online documentaries called "Torture Test." The videos show actual engines off the assembly line at Cleveland Engine Plant getting extreme tests in real-world conditions: hauling timber in the Northwest, towing an 11,000 lb. trailer at top speed at the Homestead-Miami Speedway and competing with competitive trucks towing 9,000 lbs. on steep grades at Davis Dam, Nevada.

Ford says the post-torture engine will be extracted from the F-150 and installed in an off-road racing truck that will compete in the Baja 1000 on Nov. 18.

Ford is also sending a fleet of F-150's on a 50-city tour mid-November through February. Consumers can sign-up for a drive at DriveF150EcoBoost.com