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.
All-new Silverado adds to Chevy's 95 years of trucking history, while lifting the standards for full-sized pickup trucks. Included in the numerous improvements for 2014 is a new set of three powerful, capable EcoTec3 engines; a more powerful, less noisy, more comfortable cab; modified steering, suspension, and brakes; innovative solutions for handling cargo in the bed and actual truck ability to tow and haul.
The 2014 Silverado will join Chevy's portfolio of three trucks. This portfolio is conceived to allow customers to select the perfect truck to fit their requirements. It joins, new for the 2011 model year, the Silverado 2500 and 3500 HD trucks as the essential tools for towing and hauling. Chevy is also planning a new Colorado mid-sized pickup that will provide demonstrated truck abilities in a space-saving and fuel-economic package.
Each detail of the 2014 Silverado 1500 was conceived and designed to fulfil the demanding needs of full-sized truck consumers and to increase Chevy’s standing for construction the most reliable, longest-lasting full-sized pickup trucks - trucks that have the lowest overall ownership costs.
Chevy does not let their customers’ work boots fool them. Truck owners are some of the most demanding.
The design and engineering teams that designed the new Silverado have this same passion for trucks. They built it, and tested it every way possible, to give drivers the right kit for tough jobs, and they created numerous solutions for challenges customers face every day.