Silverado campaign kicks off with 'Strong' original song
Tue, 02 Jul 2013
The marketing of the 2014 Chevrolet Silverado has begun, and The Bowtie has gone all 'Hearlandia' with a new campaign called "Strong." The effort is anchored by a song called Strong, written and performed by country singer Will Hoge as the anthem for the truck and the campaign. Keeping things (kinda) real, Chevrolet says most of the people appearing in the first ad are real Chevy owners, not paid actors.
The initial spot airs July 4 in Texas, then will make its way to other parts of the country later this month. If you're smitten with the tune, it will eventually be available for download. For now, you can check out the broadcast spot, the extended commercial and the music video in the videos below, as well as a press release announcing the beginning of the campaign.
'Strong' 2014 Chevy Silverado Anthem Debuts July 4
- Song written especially for Silverado
- Spot airs first in Texas markets, rolls out nationally later in July
DETROIT, 2013-07-02 – The all-new 2014 Chevrolet Silverado will be celebrated in a marketing campaign created to speak to the heart of the full-size pickup market. The campaign, featuring an original song by Grammy-nominated recording artist Will Hoge, begins exclusively in Texas, where one of every six pickup trucks in the U.S. is sold.
"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."
Originally developed as a song, "Strong" will debut July 4 as a music video, digital download and in a television ad.
The Silverado anthem was created with pickup truck drivers and their values in mind. Most of the people who appear in the video are real Chevrolet owners, not professional actors. The lyrics to Hoge's song speak to the strength of hardworking, honest and dependable men and women. Also, a tone of American pride is reflected in the launch date of July 4.
"Chevrolet has a long-standing relationship with music, and Chevys have been mentioned in more than 800 popular songs," said Mahoney. "The lyrics to 'Strong' were inspired by the Silverado and the people who drive them. We think this original song and our all-new Silverado harmonize perfectly."
The Silverado marketing strategy begins with the song, but rolls out both in Texas and throughout the country during the second half of 2013. Interactive Silverado displays and ride-and-drives began in June across Texas. Nationally, Silverado marketing plans include customer activities at NASCAR races, music venues and sporting events, as well as a partnership with the National Volunteer Fire Council.
The Silverado campaign fits within Chevrolet's brand platform, Find New Roads. Future ads will focus on the features of the Silverado, including its class-leading V-8 fuel economy and towing capability.
The 2014 Silverado 1500 is an all-new version of Chevrolet's best-selling vehicle in the U.S. All-new from hood to hitch, Silverado is designed to be the best-engineered and more refined full-size pickup. With its trio of new EcoTec3 engines, it offers the best fuel economy of any V-8 pickup with class-leading payload and towing capabilities. Silverado crew cab models are arriving at dealerships nationwide. Regular and double cab Silverados will go on sale later this summer, followed this fall the Silverado High Country premium model.
About Chevrolet
Founded in 1911 in Detroit, Chevrolet is now one of the world's largest car brands, doing business in more than 140 countries and selling more than 4.5 million cars and trucks a year. Chevrolet provides customers with fuel-efficient vehicles that feature spirited performance, expressive design, and high quality. More information on Chevrolet models can be found at www.chevrolet.com.
By Jonathon Ramsey