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GM to introduce 'Chevy runs deep' campaign during World Series

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GM to introduce 'Chevy runs deep' campaign during World Series

David Welch / Bloomberg News

General Motors Co.'s Chevrolet will introduce its new ad campaign, Chevy Runs Deep, with four spots during the World Series baseball game tonight to emphasize the brand's role in American culture The new campaign was created by Goodby, Silverstein & Partners, Detroit-based GM said today. Joel Ewanick, GMs vice president of marketing, hired San Francisco-based Goodby in May.

The first ads will seek to build momentum for GM's brands more than a year after the company emerged from bankruptcy. Chevy accounts for about 70 percent of GM's sales. New Chief Executive Officer Dan Akerson has taken an interest in the ad strategy, Ewanick said today.

"This is the beginning of turning around the way people look at Chevrolet," Ewanick said today at a press conference in Detroit. "It's one of the keys to a resurgence at General Motors."

GM's 2011 advertising budget will be slightly more than the roughly $2.5 billion the company spent in 2008, Ewanick said.

From The Detroit News: http://www.detnews.com/article/20101027/AUTO01/10270402/1148/auto01/GM-to-introduce--Chevy-runs-deep--campaign-during-World-Series#ixzz13agEsPxn

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Seriously? Which agency thought it was a good idea to associate "Chevy" with words like "runs" and "deep"? Funny how just recently GM was trying to get people not to say "Chevy" and now it's part of their new tagline...along with the runs...

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