GM Press Releases:
09-26-2006: Chevrolet Launches New 2007 Silverado "Our Country. Our Truck." Marketing Campaign
DETROIT, Mich. – Today, Chevrolet announced plans for a multi-media marketing campaign in support of their all-new, 2007 Silverado full-size pickup. The integrated campaign employs both traditional and non-traditional elements and debuts with high-impact print inserts in USA Today on Sep. 29 followed by television spots on Sep. 30.
An extension of the "An American Revolution" campaign, the new Silverado advertising, themed “Our Country. Our Truck.”, embodies the spirit of the American pickup owner and reinforces Chevy’s positioning as the maker of the most dependable, longest lasting trucks on the road.
“The research behind this new truck confirmed what we’ve seen for decades. Chevrolet buyers remain hard-working, loyal and dependable. While they would never say so, the people who know Silverado owners see them as ‘everyday heroes,’ they are family men as well as firemen,” says Ed Peper, Chevrolet General Manager. “This new marketing campaign celebrates the connection our truck buyers have to their families and their country, while acknowledging that they want and need a truck as dependable as they are,” continued Peper. “American pickup owners recognize that we have a proud legacy building trucks, we’ve been doing it for 89 years, and we’re proud to deliver an all-new Silverado that will once again set the benchmark with segment-leading power and fuel economy,” Peper said.
The advertising will feature new music from American music legend John Mellencamp. Mellencamp’s, "Our Country" anthem combines the power of his convictions with the essence of the American experience to provide the perfect backdrop for the new Silverado campaign. “ About a year ago, I wrote this song to tell a story about some of the challenges our country faces and how our beliefs and ideals can help us meet them. This partnership with Chevy – an American company that is creating jobs and supporting our communities – makes perfect sense for a song that is all about standing up for the working people who are the backbone of our nation,” said Mellencamp. The agreement to use Mellencamp's song runs at least through 2007.
The campaign was developed by Campbell-Ewald, one of Chevrolet’s agencies of record. Bill Ludwig, vice chairman, chief creative officer at Campbell-Ewald said that while the agency was working on a campaign to position the new Silverado as the pure American truck, John Mellencamp shared a demo of his new song “Our Country” with him. “I knew the minute I heard the song that it would be the music for the next epic Silverado campaign,” Ludwig said. “We hope that ’Our Country. Our Truck.’ will inspire people to think, ’Yeah. These are the bruises and scars that have shaped our nation, and we have rebuilt ourselves spiritually, emotionally and physically,’” he continued.
Chevrolet’s marketing efforts kick-off at the State Fair of Texas on September 27, where Silverado 200,000 Mile Club members will help unveil the all-new, Silverado to the public. From there, a caravan of Silverados from across the generations, led by its newest member, will embark on a 3-day journey to Camden, New Jersey, site of this year’s Farm Aid concert event. Chevy Silverado’s “Drive for Farm Aid” will make three stops for street parties in Nashville, Indianapoli s and Pittsburgh. Along the way, the caravan will raise funds for Farm Aid and collect non-perishable food items. Farm Aid is an organization whose mission is to support local farmers and John Mellencamp is one of its founding fathers.
Silverado’s launch campaign will include sponsorship of iconic media properties like the World Series and the Country Music Awards. Chevy will also present NBC’s new Sunday Night Football in America with a 90-second opening spot celebrating America ’s passion for the game.
The campaign will also feature a 28-minute infomercial narrated by Football great, Howie Long, and custom-published 24-page print onserts, an automotive industry first, that will be included in “polybags” along with popular magazine titles like Motor Trend,Field and Stream and Popular Science. These longer-format market pieces, along with in-depth information available online at chevy.com, will provide the comprehensive product review that in-market truck buyers are looking for.
“We’re excited about the truly integrated campaign we’ve put together,” Peper notes. “We’re using some new ways to engage consumers and share the Silverado story, but all campaign components come together around the theme of the everyday American hero and his truck.”
Communications directed to Hispanic consumers are an important part of the new Silverado’s marketing launch and dedicated Hispanic advertising will break on October 21 during the World Series. The campaign recognizes the strong contributions Hispanics have made to American culture over the years. Information about the Hispanic campaign will be shared at a later date.