The Denis Leary Rant campaign was one of the most recognizable and successful truck campaigns in the world. So when we launched the redesigned F-150 and Super Duty, we wanted to use this equity but give it an overhaul. So we looked to Saul Bass for inspiration and did just that. Truck guys everywhere kept listening and kept buying. By years end, the Ford F-Series was again named the best selling brand of trucks in America. A reign that continues to this day.