General Motors is launching its biggest advertising campaign in five years this July 4, 2014 to mark the start of a marketing campaign for the redesigned 2014 Chevrolet Silverado pickup. GM is slated air a 60-second, "anthem" style commercial on the Fourth of July, only in Texas markets. The commercial is set to an original song composed for Chevrolet, "Strong," performed by Will Hoge.
The commercial spot includes shots of real Silverado owners -- a carpenter using a power saw and a father consoling his son after a loss on a Little League game. At the end of the spot, a voice says “Strong. For all the roads ahead,” in line with Chevrolet's new global marketing tag, "Find New Roads."
According Chris Perry, Chevrolet's vice president of U.S. marketing, said the brand is staking out a fertile ground in the pickup segment through advertising that appeals to buyers' emotions and values.
He said that traditional truck and American values signified in the commercial -- selflessness, self-reliance, determination, commitment to family and community – are not “reflected much in advertising right now” since most truck advertising concentrates on the message of toughness and power.
Harvey Briggs, a consultant and advertising blogger who during his stint at agency Campbell-Ewald worked on Chevrolet truck advertising, told the brand is going back to its roots by "focusing more on what the Silverado means emotionally, not just functionally." GM will start airing the commercials nationally on the week of July 15, during the broadcast of Major League Baseball's Home Run Derby and All-Star Game.