You want to know that the pickup you’re dropping a pretty penny on is worth its salt, even if it’s going to be treated like a luxury sedan. It’s what you’re buying it, right? Truckmakers know that, and they’ll show you just how tough their offerings are. It’s what they’re best at.

Welcome to Ad Watch, where you’ll get to see some of the most fun, imaginative, and outrageous car commercials out there and we’ll try to pull back the TV magic to show you how they work on the inside.

Ever since Henry Ford doubled the consonant at the end of Model T and created the pickup truck as we know it today, the competition between the big truck makers has been fierce. Torque ratings, towing capability, and even the shape of the steel beams that form a truck’s frame have been sticking point in some of the fiercest rivalries on or off the road. A big part of that is the way these trucks are advertised.

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