Chevrolet’s new ad firm to decide fate of ‘Chevy Runs Deep’ theme line

Article by Christian A., on April 3, 2012

The new advertising agency of Chevrolet is expected to make a decision this summer on whether to get rid of the 18-month-old theme line, "Chevy Runs Deep." General Motors marketing boss Joel Ewanick, who prefers "theme line" to "tag line", said that this will be the first order of business for advertising agency Commonwealth, which was awarded Chevy's worldwide account last week. 

The effectiveness of the slogan has been a central question during the almost two-year term of Ewanick as GM's marketing head. The theme line was developed by Goodby, Silverstein & Partners, which was handpicked by Ewanick. San Francisco-based Goodby is owned by ad conglomerate Omnicom Group.

It comprises half of Commonwealth. McCann Erickson Worldwide, owned by New York-based Interpublic Group of Cos., is the other partner in the business. 

The theme line was launched in the fall of 2010 together with the debut of the Chevy Cruze. At that time, Ewanick told The New York Times that it was meant to "rekindle a passion, a love affair" with Chevrolet. He further stated that there is a "little nod" to their history and "a lot more" about where they are heading. There were mixed reactions to the theme line.

Some advertising specialists have criticized the campaign, stating that it lacks a clear meaning or an emotional equity similar to classic Chevy slogans such as "Like a Rock" and "Heartbeat of America." 

In a blog post last year, former Chrysler Group marketing chief Julie Roehm (then a consultant) commented that the "Chevy Runs Deep" theme line was "a terrible tag line" particularly when compared to the former Chevy tag lines. Even Ewanick himself has questioned the uniformity of the ads founded on the "Chevy Runs Deep" banner.

When considering the build quality of the Chevrolet Cruze, it becomes apparent just how precise it is. In order to make sure that the manufacturing process of its highly solid body structure is optimized, the brand made sure to retool the Lordstown assembly plant. The brand focused mainly on the welding and the body-framing equipment.

Because of the strong structure, it comes with minimal variance as well as repeatable gap tolerances of the exterior panels measuring 3 mm at most. What this means for customers is that it has amazing looks that never fade, not even after a long time. In terms of dimensions, the new Cruze is not only longer but is even wider compared to its rivals.

The use of tight lines on the bodywork gives it solidity. Meanwhile limiting the use of trim for the exterior improves that high-quality feel to it. As such, it helps with the purposeful precision of its overall look.

However, what sets the Cruze apart is the bold signature look that the brand is known worldwide for. This, of course, includes the two-tier grille that has that celebrated Bowtie logo. The fast-sloping pillars in the rear are connected to the steeply-raked windshield through the arching roofline, allowing it to have proportions similar to a coupe.

Its sporty look is enhanced with the headlamp housings that are now more pronounced. The housing not only wraps around the car’s corners but also curves upward to the fender and on to the sculpted hood. It even has that short deck one seen on many sports coupes. In addition to minimal overhangs on the front and the rear, the wheels have been placed at the corners.

Despite the various elements, all of them manage to work well together in order for the Cruze to have a confident and wide stance which complements the aggressive appearance.

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