GM’s ‘Special One’ Joel Ewanick riles Ford with Super Bowl Silverado spot knocking its trucks

Ouch! No wonder Ford’s lawyers spent the weekend on the phone to General Motors and, no doubt, broadcaster NBC about this Super Bowl spot, ‘Apocalypse,’ for Chevy’s Silverado truck – its point being that Ford trucks break down whereas Silverados don’t.

There’s barely been a dull moment since Joel Ewanick took over as marketing chief at GM; we may still be waiting for Jose Mourinho-type results on the pitch but he certainly gets up the noses of his competitors every bit as efficiently as Real Madrid’s ‘Special One.’

It’s all very nicely done, by Crispin Porter presumably although you never can tell with Joel. To add insult to injury Ewanick (pictured) ran the spot on YouTube in time to clock up nearly three million views (and forewarn Ford’s unfortunate lawyers) prior to the game. What a player!

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.