As part of a new sales and marketing campaign which intensifies the pickup truck battle between GM and Ford, Chevrolet has introduced a series of new videos that claim that the roll-formed steel beds in the Silverado are more durable than the aluminum beds in the F-150.

Chevrolet is debuting the ads today as part of an advertising offensive that will include 30 and 60 second commercials broadcast during ESPN and NASCAR programming, the NHL’s Stanley Cup NHL finals and major league baseball games. Prints ads are also being published in newspapers in Detroit and markets in Texas.

In the videos, the two trucks are taken to task in construction site challenges in which the Silverado bed sustains only cosmetic damage while the F-150 shows signs of punctures and cracks. Chevrolet maintains that the strength tests were conducted using scientific principles and demonstrate that the Silverado beds can withstand 90 joules of impact without experiencing any damage, while the bed of the F-150 shows hairline cracks at 30 joules and complete punctures at 40 joules.

Ford has responded to the ads by issuing a statement in which it says “the fact remains that F-150’s high-strength, military grade, aluminum alloy cargo box offers the best combination of strength, durability, corrosion resistance, capability, safety and fuel efficiency ever offered in a pickup. We have built nearly a million new F-150s, and our lead over the competition continues to grow.”

The Chevrolet ads are the latest salvo in a decades-old media war between GM and Ford as the two companies vie for control of the lucrative pickup truck segment.