Chevrolet will have a new ad campaign for the Silverado this October, according to General Motors Co.'s new marketing chief, Joel Ewanick. The campaign, which will be shown in TV, print and online, will feature the banter that takes place between a Silverado pickup owner and the owner of a competing brand. Ewanick said that there are "two big camps" composed of owners of Chevy and Ford pickups.
Ewanick said that the company will find "interesting, creative and funny ways" to describe the competition between the "Hatfields and [the] McCoys."
While Ewanick didn't divulge details about the campaign's scope and cost, he shared that the inspiration for the ads was his own family get-togethers where they would rib one another about their trucks.
Since making the jump from Nissan North America three months ago, Ewanick has been trying to get staff to find experiences with brands that could be used for campaigns.
GM, Ford and Chrysler may have lost passenger-car market share to foreign competitors but they continue to dominate the US pickup market.
Through July, the Detroit 3 controlled 81.8% of the market. In comparison, they controlled 81.3% of that market in the same period last year. July sales of the Silverado have increased by 13% to 201,446 units when compared to the same period of 2009.
Sales of Ford F-series trucks have climbed by 35% to 290,794. As a whole, the US market improved by 15% over the same period in 2009.
Ewanick said that longtime Chevy front man Howie Long, an ex-National Football League defensive lineman, won't be a part of the ads but that other well-known personalities will participate. [via autonews]