I posted this elsewhere, but here's a thought...
Initially, Ford didn't HAVE to publicise the obvious. Their was enough bad publicity and feeling towards GM and Chrysler that all they HAD to do was advertise about their vehicles and they were pretty much guranteed to have people run to their dealers, becuase people had such bad perceptions of the others.
Nearly 2 years on though, with GM and Chrysler now starting to do OK again and that "Halo" effect starting to wane a little, it was an opportune time for Ford to gently remind the good folk about the bailout, just to keep their own run going...
At the time, every article written about Ford contained the lines "Ford was the only US car maker not to take the bailout" but recently this has reduced and GM and Chrysler have started getting some good press regarding sales etc. Guess what? Now every article written about the ad contains the lines "Ford was the only US carmaker not to take the government bailout". It's caused a stir and the majority of people seem to like it and agree with it's sentiment. It doesn't have to be seen on TV to get ingrained in people's minds and thoughts.
TBH, I think this is another stroke of social media genius from the Ford marketing team. I don't think they're stupid. I think they knew exactly what they were doing with this one. Blogs the world over have shown the ad, forums the world over are discussing the topic again, the press have shown it all over the world. It's the topic on everyone in the car world's lips again.