Honda has issued a response video to the Chevrolet cement block attack ad in which shows a few hundred kilos worth of the bulky building material being dumped into the beds of its Silverado and the competitive Ford F-150 in order to prove the Silverado's steel bed is tougher than the Ford's aluminum bodywork.
Honda's video features the brand's second-generation Ridgeline, set to go on sale later this year. The Japanese automaker attempts to recreate the circumstances portrayed in the Chevy ad by using a small loader to drop about 830 pounds (that's the figure quoted in the video, which translates to about 375 kg) of paving stones (which look about the same size as the cement used in the original video) in the back in order to show the Ridgeline is, in at least one way, tougher than both the trucks used in Chevy's ad.
Honda does not recreate the other, more telling element of the Chevy ad, which shows what happens to Silverado and F-150 when a metal tool box is dropped, corner-first, onto the beds of the trucks.
Cement or toolbox, the Ridgeline's trump, says Honda, is its "black all the way through" composite bed, which ends up with only a few superficial and barely-visible scratches to show for its ordeal, instead of the ugly dents the apparently tougher-than-a-Ford Silverado comes away with. Naturally, they also point out the Ridgeline's in-bed "trunk" and a tailgate that can be opened two ways.