Chevy Bowtie

General Motors wants you to know that, um... Chevy runs deep. We won't pretend to know exactly what that means but we're preparing ourselves to get used to hearing it. Apparently, it's a new slogan that The General plans to use for marketing purposes starting this fall for the Chevrolet brand, though it won't be used for all advertisements and won't be attached to the Volt.

We feel the need to point out that this scheme runs exactly opposite from what the previous marketing executives had in mind for the Golden Bowtie, namely that those working for the company always call it 'Chevrolet' in lieu of the more slang 'Chevy.' But that was under the previous administration, which was recently replaced by Joel Ewanick and Chris Perry.

Ewanick and Perry are said to have formed the slogan with help from Goody, Silverstein and Partners, which was awarded the Chevrolet marketing account after the brand's short stint with Publicis Worldwide and a 91-year relationship with Campbell-Ewald.

What do you think? Is this new slogan a winner? Is it better than the last few attempts by the brand to reinvent its marketing material in the States?

'Chevy runs deep' -- Good slogan or bad?
Works for me, I like it.764 (6.1%)
Meh. I can take it or leave it.2605 (20.6%)
Hate it. Next.5810 (46.0%)
'The Heartbeat of America' is still available, right?3439 (27.3%)

[Source: Detroit Free Press]