On tonight's episode of 'Dirty Jobs' on the Discovery Channel, Mike Rowe, the show's host, teams up with a Texas outdoor advertising company to install a billboard. He helps with everything from start to finish. Keeping the stereotype alive, the billboard is huge. At the end of the segment, he plays with the idea that only a big company could handle this advertising space. The camera pans out and the Ford oval from an F-150 is in view. Cut to Mike Rowe on the billboard in front of a brand new Ford F-150 advertisement. He looks up at the truck and says, "Now that's a tough truck."
Mike Rowe joined Ford in January as a personality in their TV, print and online advertising campaign for the F-150 truck. The show was sponsored by Ford, and this one entire segment was dedicated to constructing a billboard. (I don't recall of any other episode where Mike Rowe did only one job for the entire show.) I wouldn't be surprised if Ford purchased the billboard and concepted the idea for this episode. The show was entertaining, and the Ford plug wasn't until the end, although it was very obvious what they were doing.
Will audiences accept this form of advertising, or will they ignore it?