Why was the Chevrolet ‘Silverado Strong’ World series campaign cancelled

Article by Christian Andrei, on November 10, 2013

Chevrolet’s "Silverado Strong" World Series campaign was cancelled to avoid the social media backlash that it would have gotten due to similarities to the "Boston Strong" mantra used after the Boston Marathon bombing in spring. However, Hill Holliday Chairman Mike Sheehan, who led the effort to form the One Fund Boston charity that raised $72 million for bombing victims, believes that the decision of the automaker and Major League Baseball to cancel the promotion is an overreaction. In the campaign, fans were tasked to hold signs that say "Silverado Strong" during Game 5 at Busch Stadium in St. Louis.

Sheehan said that the term "Strong" is used in so many instances in pop culture as well as on Madison Avenue. One example is the U.S. Army's "Army Strong" ad campaign, which was put in after the "Army of One" effort. "

Jersey Strong" was also used as the slogan of the victims of superstorm Sandy in New Jersey. Sheehan thinks that the “strong” term is very broad and was used for numerous years by the U.S. Army. In addition, it is a key attribute of a pickup truck so he doesn’t believe that it exploits a specific group of people.

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