[Derek77]

Chevrolet Launches New 2007 Silverado "Our Country. Our Truck." Marketing Campaign

Featuring John Mellencamp's new song, "Our Country"


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.


Chevrolet Launches New 2007 Silverado "Our Country. Our Truck." Marketing Campaign

[NOS2006]

Wait.. John Mellencamp has a new song?

[76ChevyTrucker]

While I'm not too much of a fan of Mellencamp, I do think that the "Our Country, Our Truck" campaign is going to do well because like in the commercials from yesteryear, everyone knows that Chevy (and GMC) build the longest-lasting trucks on the market today, I still see more older Chevy and GMC trucks on the road than I do old Fords and Dodges. I really think that this is a good idea. now I just wish that I'd get an email from the 200,000 mile club with the directions to the state fair in Texas, or at least where they'll be partying in Nashville so I can go and join at least once along the trip.

[Flybrian]

Little ditty...'bout Sil-ver-a-do-oh...

[sciguy_0504]

Finally some great marketing from GM. I was hoping the new theme didn't hinge on people jumping off skyscrapers and overpasses onto car carriers.

[dfelt]

Funny I just saw a commercial last night here in Seattle about Fords having more trucks with over 250,000 miles than any builder in the US. They show a very old ford truck from the 40's or 50's I think that this guy restores for his father.

Over all not an impressive commercial.

I do love the Our Country, Our Truck tag line. This and the Built like a Rock are great lines about GM's trucks. Kinda why I own multiple GMC's.

[Variance]

I just hope the ads aren't full of cheesy hyperpatriotism.

[ocnblu]

If these ads make me bawl like a baby, I'm going to kick somebody square in the ass.

[GMTruckGuy74]

Hey ocnblu, wanna see what a 2007 Silverado Regular Cab Shortbed 2wd pickup looks like?

Head over to the nearest Toys R Us. They are selling a radio controlled version in either black or red... must be 1:12th scale b/c it's pretty big. Of course it's blinged-out and you can plug your MP3 player underneath the bed so it can blast your music through the many speakers that are in the bed.

At least it will give you an idea of what the regular cab, shortbed models look like. Damn truck isn't even out on the dealer's lots yet and you can already buy a toy of it... I've had my SKY for five (5) months and still no toys of it

[ocnblu]

[04monteintimidator]

Camden, New Jersey, site of this year’s Farm Aid concert event.

there are no farms in Camden... AND its the homicide capital of the world... WHY would you hold the Farm Aid concert there?

[regfootball]

Any ad with a patriotic theme is going to reinforce what the liberal urban type A CR reading twits already think, that GM is redneck and BELOW them. however, I think that's just fine. It's about time we gave a collective F U in our advertising to these groups which try to think they decide the mantra for the rest of the world. I am fine with them being proud and quite honestly I am cool with them leaving in the scene with the nuclear bomb drop on Japan as well. You know its gonna be controversial and it will get pulled because of whiners complaining but it will draw lots of attention to this new lauch and will prove, hey, Japan, you f'ed with us before. We're gonna protect what's ours, regardless of what the pansies in our country think. And we are ultimately going to come out on top....when push comes to shove. It will be a great reminder to people, that yes, IT DOES matter sometimes who you support with your dollars.

[Shantanu]

Any ad with a patriotic theme is going to reinforce what the liberal urban type A CR reading twits already think, that GM is redneck and BELOW them.  however, I think that's just fine.  It's about time we gave a collective F U in our advertising to these groups which try to think they decide the mantra for the rest of the world.  I am fine with them being proud and quite honestly I am cool with them leaving in the scene with the nuclear bomb drop on Japan as well.  You know its gonna be controversial and it will get pulled because of whiners complaining but it will draw lots of attention to this new lauch and will prove, hey, Japan, you f'ed with us before.  We're gonna protect what's ours, regardless of what the pansies in our country think.  And we are ultimately going to come out on top....when push comes to shove.  It will be a great reminder to people, that yes, IT DOES matter sometimes who you support with your dollars.

Have you seen the advertisements/PR from Toyota lately.

"WE ARE AN AMERICAN COMPANY, WE ARE RED, WHITE, AND BLUE. BASEBALL, HOT DOGS, APPLE PIE, TOYOTA."

"OUR NEW TRUCK IS BEING BUILT IN TEXAS. THAT'S RIGHT BITCHES, WE BUILD TRUCKS IN TEXAS."

With Toyota playing the Americanism theme so strongly and so ridiculously, what choice does GM have but to respond with highlightiing who the real American company is. And don't get me wrong, I bet Dodge and Ford will also be responding with their own red, white, and blue advertising by year end.

This is one battle that Toyota quite frankly is not going to win. Any fight based on nationalism/patriotism isn't going to be won by a Japanese automaker, no matter how many advertising dollars they use. They will reap what they sow.

[corvette_dude729]

I saw the silverado commercial yesterday. It's pretty good, although not as good as i thought. Kind of sappy, but still good. Made me smile.

[GMman]

I hate seeing japanese trucks on the road. Not because they don't have a right to sell their crap here, it's that people buy into the false premise that japanese vehicles are superior to American vehicles. The japanese have never had an original automotive idea. They copy everybody else (especially America). Now they're selling so called "full size" pickups and claiming that they're AMERICAN. The American consumer has allowed this to happen. I know there are some people that will disagree with me on this, but just know that you're wrong if you do.

This month Motor Trend stated that GM (and Ford) should be very afraid of the new tundra. If there is anything sacred left in the automotive world. it's the full size AMERICAN pickup, made by what is left of the big 3.

I think this ad campaign, that capitalizes on being AMERICAN. is a good idea.

[Variance]

In the interest of being fair...

I hate seeing japanese trucks on the road.  Not because they don't have a right to sell their crap here, it's that people buy into the false premise that japanese vehicles are superior to American vehicles.

That's not always the reason, you know...

The japanese have never had an original automotive idea.  They copy everybody else (especially America).

That's also far from the truth.

Now they're selling so called "full size" pickups and claiming that they're AMERICAN.

I don't know how you could call the Titan or new Tundra "so-called" fullsize pickups. They are fullsize.

The American consumer has allowed this to happen.  I know there are some people that will disagree with me on this, but just know that you're wrong if you do.

Allowed what to happen, exactly?

This month Motor Trend stated that GM (and Ford) should be very afraid of the new tundra.

Maybe not afraid but they should be concerned. This is Toyota's biggest truck effort and they aren't playing around this time.

I think this ad campaign, that capitalizes on being AMERICAN. is a good idea. 

If it doesn't bite them in the ass. A lot of people who love America hate it when patriotism is shoved down their throats.

That said, I haven't seen the ads yet.

[corvette_dude729]

If it doesn't bite them in the ass. A lot of people who love America hate it when patriotism is shoved down their throats.

That said, I haven't seen the ads yet.

It sort of does. But it is not so bad. I do have to admit though, the ads are kind of cheesy.

[Dodgefan]

While I'm not too much of a fan of Mellencamp, I do think that the "Our Country, Our Truck" campaign is going to do well because like in the commercials from yesteryear, everyone knows that Chevy (and GMC) build the longest-lasting trucks on the market today, I still see more older Chevy and GMC trucks on the road than I do old Fords and Dodges.  I really think that this is a good idea.  now I just wish that I'd get an email from the 200,000 mile club with the directions to the state fair in Texas, or at least where they'll be partying in Nashville so I can go and join at least once along the trip.

Really? I barely see any old Chevy and GMC trucks around these days. On the other hand I still see a fair number of Fords and Dodges.

[Dodgefan]

While I'm not too much of a fan of Mellencamp, I do think that the "Our Country, Our Truck" campaign is going to do well because like in the commercials from yesteryear, everyone knows that Chevy (and GMC) build the longest-lasting trucks on the market today, I still see more older Chevy and GMC trucks on the road than I do old Fords and Dodges.  I really think that this is a good idea.  now I just wish that I'd get an email from the 200,000 mile club with the directions to the state fair in Texas, or at least where they'll be partying in Nashville so I can go and join at least once along the trip.

Really? I barely see any old Chevy and GMC trucks around these days. On the other hand I still see a fair number of Fords and Dodges.

[GMman]

That's not always the reason, you know...

Never said it was always the reason, you know...

That's also far from the truth.

No it's not.

I don't know how you could call the Titan or new Tundra "so-called" fullsize pickups. They are fullsize.

Merriam-Webster Online Dictionary: so-called
Pronunciation: 'sO-'kold
Function: adjective
1 : commonly named : popularly so termed <the so-called pocket veto>
I guess I'm not sure what you're saying. But thanks for pointing out that they are fullsize. They are japanese too. I think it's funny how they always have to point out that they are full size. toyota has been doing that since the goofy-as-hell t100 "full size"

Allowed what to happen, exactly?

Am I really having to explain all this to you, or are you kidding me? If you'll go back one post before mine, you'll see that Shantanu pointed out that toyota has a little American patriotic campaign of their own. People buying toyota trucks, believing that because a vehicle is assembled somewhere in tennessee it's "American", that it doesn't matter what 'brand' of vehicle they purchase, and that japanese vehicles are somehow superior b/c they're japanese (just to name a few).....makes it possible for toyota runs ads like that. There will be some "Americans" that will like those ads too. It's a shame.

Maybe not afraid but they should be concerned. This is Toyota's biggest truck effort and they aren't playing around this time.

Afraid. Concerned. Whatever. Toyota doesn't build a better truck than GM or Ford. I don't give a turkey if toyota is playing around or not. The AMERICAN pickup is a sacred. It's more than just a vehicle. If you, or your father, or your grandfather doesn't own one, then talk to some pickup owners. See for yourself.
toyota is not American. And the fact they are trying to capitalize on AMERICAN patriotism, so they can sell pickups no less, should concern you.

If it doesn't bite them in the ass. A lot of people who love America hate it when patriotism is shoved down their throats.

What??? What about patriotism that is shoved down your throat by a japanese company? Lemme guess....it's okay for them, but not for us?.... I can't believe that b/c Chevy is gonna run a patriotic ad you could misconstrue that as "shoving patriotism down people's throat."

This post has been edited by GMman: 01 October 2006 - 11:14 PM