GM Press Releases:
10-17-2006: Chevy Launches Epic Hispanic Campaign For The New 2007 Silverado
MIAMI - Building on its recent successful Hispanic marketing efforts, Chevy announced today the new 2007 Chevy Silverado Hispanic advertising campaign. The Campaign, "Una Marca que Dura" or "A Brand/Mark that Lasts," focuses on the duality of the word "Marca" which in Spanish means "Mark," as in "the mark one leaves behind; the mark that distinguishes a person." The word also means "Brand" in Spanish.
According to Kim Kosak, General Director of Advertising and Sales Promotions for Chevrolet, leveraging this duality allows Chevy to speak to the legacy of Silverado, one of its Most Dependable, Longest Lasting trucks on the road, and to the ever-growing legacy of Hispanics in the U.S. The campaign will launch on Spanish-language networks on October 21st, and in general market television in both Spanish and English, during game three of the World Series.
"Chevy is proud to acknowledge how Hispanics have enriched our lives in the U.S., and we are pleased to be the brand of choice in trucks among Hispanics," said Kosak. "The 2007 Chevy Silverado encompasses all the passion inherent to Hispanics, as is showcased in the truck's new styling and upgraded features."
The ads focus on the achievements, or "marks" left by Hispanics in this country and how Chevy Silverado is a Latino brand that celebrates those achievements. The advertisements were created by Accentmarketing, Chevy's national Hispanic agency.
In "Milestones," Hispanics who have made an impact on America are highlighted, and are then tied to the impact that the Chevy Silverado has made as "a Latino brand"
In "Roots," scenes from life in Latin America where Chevy trucks existed are brought to life by the new 2007 Chevy Silverado
To enhance the epic nature and emotion of the campaign, Maná's song, "Justicia, Tierra y Libertad" was chosen. The song focuses on the battle cry made famous by Pancho Villa and Emilio Zapata in a modern, rock style that emits a feeling of accomplishment and pride.
To bring the feeling of the campaign to life, Accentmarketing chose the acclaimed German director Jurgen Bollmeyer, whose style of photography provided the television executions with a unique, rich, real visual treatment; a vital part of the authentic, anthemic feel of the campaign.
"With this campaign, we intend to awaken the pride of being Hispanic in America, while also showing Hispanics how now, more than ever, this iconic American brand is part of who they are and who they will be," said Sergio Rodríguez, Associate Creative Director for Chevy national at Accentmarketing.