By now, most people are aware of the incredible power the average pickup truck has. This could be due, in part, to the way auto manufacturers have advertised over the years. With slogans like Chevy’s, “Like a Rock,” and Ford’s, “Built Ford Tough,” its easy to see who they’re appealing to. The individual who demands the most from their vehicle. This plays right into the brand loyalty truck owners are known for. Remember those stickers of Calvin urinating on Chevy, Ford, or Dodge logos, that were everywhere in the ‘80s and ‘90s?

Who remembers these bootleg Calvin of, “Calvin and Hobbes,” stickers? Which one was on your back window? Photo courtesy of theonion.com.

Well, that brand loyalty was built on the backs of these four-wheeled Clydesdales, and what is most interesting, is how car makers have advertised and showcased the abilities of those trucks over the years. Take a look back at this ad from the mid ‘70s that shows a, new at the time, Chevy Cheyenne pulling 187 tons of log trailers. While you can see what appears to be the frame flexing in the ad, you can also see the truck actually pulling those logs. We’re willing to bet that truck was probably done-for after the ad was shot, but the feat is no less impressive. 

Showing the world just how tough their trucks were was the goal, and they did that from the beginning of the advertisement all the way to the end. Especially when the retro logo is displayed with the animation of rivets being hammered into the Chevy Bow Tie – the ad exudes power. Chevy never let you forget just how rugged their trucks were.

While many brands and models of truck have attempted to recreate the advertisements of yesteryear, we don’t suspect there will ever be commercials as gritty as these originals. What do you think, are these type of ads a simple gimmick, or do they do a good job showing the world what these trucks can do? Which has been your favorite?