Chevrolet’s Super Bowl ad on Friday featured a new Silverado in a post-apocalyptic world while Barry Manilow's “Looks Like We Made It” plays on the background. The ad used plenty of computer-generated imagery and commotion to make the Silverado appear to have come out of the rubble with no damage except for a thin coating of dust.
The driver, together with his dog, then goes up to a small group of fellow survivors who are also Chevrolet pickup drivers. Someone asks where Dave is.
A survivor quickly responds that Dave drove a Ford, which is “not the longest-lasting, most dependable truck on the road.” To put itself in the clear, the legal department placed a small text at the bottom of the screen, which says: “Dependability based on longevity: 1981-July 2011 full-size pickup registrations.”
However, the sales figures for 2011 clearly put the Ford F-Series with 584,197 units ahead of the Silverado with 415,130 units.
"The ad, called “2012”, shows the Silverado navigating the devastation and destruction predicted to occur this year by the Mayan calendar. A group of friends, who are Silverado owners, makes its way to the designated meeting spot but notice one of their buddies is missing. The missing friend, unfortunately, drives another manufacturer’s truck and doesn’t appear to have made it to the meeting point." said the press release.
The new 2012 Chevrolet Silverado aims to solidify its position as one of the leaders in the pickup category in terms of features, capabilities and a wider range of variants to choose from. And with the infusion of more enhancements, the 2012 Silverado has become more impressive in appearance, offering its passengers utmost comfort and reliable connectivity.
The exterior of the new Chevrolet Silverado boasts of pleasing front aesthetics while the LTZ variant’s interior is fitted with either heated or cooled seats. A premium Diamond Edition is also available, with additional exclusive exterior and interior features, including a new technologically advanced navigation radio for an improved communication system.
A newly updated, centrally-positioned screen, fitted with an integrated hard drive, accentuates the Silverado’s interior. This new hard drive increases passenger convenience as it eliminates the need for data discs. Further contributing to the Silverado’s leadership in its category are segment-exclusive features such as the OnStar and SiriusXM satellite radio system, USB compatibility, Bluetooth and a Wi-Fi system.
All Chevrolet Silverado 1500s, except for the Hybrid models, now possess smoother handling capabilities with the installation of the StabiliTrak electronic stability control system. This control system includes the Trailer Sway Control and the Hill Start Assist for better trailering performance and management.
Maria Rohrer, Chevrolet Truck marketing director, attributes the strong appeal of the Silverado to truck customers to the highly dependable performance of its V-8 engine, excellent fuel economy and a wide array of models to choose from, resulting to a 7 percent sales increase through July 2012. She further declares that the modifications implemented for 2012 have resulted in the further improvement and refinement of its pleasingly tough and rugged features with a freshly modern design. Moreover, driving the new Silverado has become even more comfortably convenient and delightful with the addition of an available navigation radio and Wi-Fi system.
Other features of the new 2012 Chevrolet Silverado include a chrome mesh grille accentuated with chrome border for the LS and LT variants, or a body-colored border for the LTZ variant. New 20-inch chrome-plated aluminum wheels are now installed in the LS and LT variants while the front lower fender has been replaced with a silver-colored bumper, which is more aerodynamic without the tow hooks on the 2WD variant.
Four exciting new exterior colors have also been added to the color choices namely, Silver Ice Metallic, Mocha Steel Metallic, Carbon Flash Metallic and Graystone while two new interesting 2-tone interior colors have been added which are Dark Titanium / Light Titanium and Dark Cashmere / Light Cashmere. And last but not the least, the cruise control system and a spare tire lock have been added as standard features on all the Chevrolet Silverado 1500 variants.