DETROIT — (WWJ) As Chevy Silverado pickup trucks start to reach dealerships in big number, General Motors is going to accompany one of its most important launches in years, with one of its largest advertising campaigns ever.
“It is extensive from a broadcast standpoint, from the print standpoint, experiential,” said Chevrolet Vice President of Marketing Chris Perry. “There is no avenue we have not taken advantage of to get the message out about this truck.”
The first TV commercial features Grammy-nominated recording artist Will Hoge and the original song “Strong.” It will be the background for scenes of real Silverado owners using their trucks in real world conditions.
“We went into the state of Texas and the state of Washington and found real truck owners doing the things they do on a day to day basis,” said Perry.
The theme will also be available as a music video and digital download.
The campaign will debut on July 4th in Texas. One out of every six pickup trucks is sold in Texas.
“There is no more appropriate place to launch the new Silverado campaign than in Texas, the heart of truck country, and no better way to launch it than through music,” said Tim Mahoney, Global Chevrolet chief marketing officer. “The song “Strong” celebrates Silverado owners who are as dependable and capable as their trucks.”
The Silverado ads debut on a national basis during the Home Run Derby, which runs the night before baseball’s All Star Game. Chevrolet is now the event’s title sponsor.
“It’ll be focused around Silverado as our key property to launch the campaign,” said Perry. “We’ll follow that up with the All Star Game the next night on Fox, and then basically continue it through the rest of the year.”
Chevy will follow up the TV ads with events that put the Silverado in front of NASCAR fans, and at music venues and sporting events.
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