Locally Made Forklift Stars in Super Bowl Ad

A locally made forklift takes a star turn in a Superbowl ad this weekend.

Called "The Crusher", the ad shows an older Jeep pickup truck being put into a crusher and the new Jeep Gladiator coming out afterward.

The forklift that drops the old Jeep into the crusher is a Sellick, made in Harrow.

The commercial has gone viral and has been seen by hundreds of thousands of people.

Company CEO Howard Sellick says he was surprised to see his machine in the ad.

"I was flabbergasted because you could pick, obviously they've sketched out the Sellick name, but I mean it's fairly obvious that it's a Sellick forklift."


Sellick Equipment CEO Howard Sellick, 2018 (by AM800's Peter Langille)

He says he isn't surprised because of the context of the ad.

"Those salvage pool people that handle cars, they're a large customer.  We do several, we do business with the LKQs, the Pick and Pulls, the Pick aparts.  All those people that handle cars do business with Sellick.  We're kind of a leader in that industry."

Sellick says he never expected this after 50 years at the company.

"I've been here since day one and for something like that to happen, you know I watch TV, I'm a real sports guy and I watch advertising and you see forklifts, but you very rarely see one of your own.  But that's fairly obvious that it is a Sellick."

Sellick admits they're planning to use the commercial in their own promotions.