• Nov 5, 2010
Max and Al see eye-to-eye – Click above to watch the videos after the break

General Motors' advertising department has seen quite a shakeup over the past year. GM chief marketing officer Joel Ewanick may have hand-picked San Francisco-based Goodby, Silverstein and Partners as his ad agency of choice, but the good ol' boys from Campbell-Ewald still have some tricks up their sleeves for Chevy Trucks.

The world may not completely understand how and why Chevy runs deep (to be fair, we're going to give it some time...), but nobody is going to miss the hidden meaning of GM's new "Max and Al" campaign, which features the recognizable faces of Patrick Warburton (Seinfeld, Rules of Engagement) as Max, and Craig Robinson (The Office, Last Comic Standing, Hot Tub Time Machine) as Al.

What hidden meaning, you ask? You'll see it clearly when you watch the videos, naturally, but basically what we have here is a message that GM's Duramax diesel V8 engine and Allison transmission is a time-tested and proven combination that is the thinking man's obvious choice in a segment that also includes Ford's Power Stroke and Ram's Cummins series.

There's a website (www.maxandal.com), a series of videos (which you can find after the break along with the press release) an upcoming online game and even a downloadable app that's said to be coming soon to the iPhone App Store. Oh, and what modern-day marketing campaign would be complete without a FaceBook page and a Twitter account? Not this one, that's for sure.

Check out all the facets of this far-reaching HD pickup advertising campaign and let us know what you think of it. Us? Well, let's just say Chevy's got our stamp of approval so far on this one.

[Source: General Motors]












Show full PR text
2011 Chevrolet Silverado HD Stars in "Max and Al" Campaign
New Silverado HD Campaign brings life to Duramax Diesel and Allison transmission


DETROIT – Chevrolet introduced a new marketing campaign today that focuses on the heart of the Silverado HD pickup line, the Duramax Diesel and Allison transmission. The "Max and Al" campaign contrasts the proven durability and performance of the powertrain – which benefit from 10 years of development and more than 20 billion miles of experience – to the unproven record of competitive heavy-duty trucks.

"Max and Al are creative expressions of the confidence we have in Chevy trucks," said Tony Truelove, Silverado marketing manager, "and a lighthearted way to call out our competitors. We think Max and Al will connect with the heavy-duty enthusiasts who are passionate about the capabilities of their trucks, and ignite a lot conversation in the truck world."

The campaign features Patrick Warburton (Seinfeld, Rules of Engagement) as Max, and Craig Robinson (The Office, Last Comic Standing) as Al.

The centerpiece of the campaign is MaxandAl.com, which features Max and Al in the ultimate "man cave," complete with a pet bull, stone fireplace, and firemen poles. The website highlights features of the new Silverado HD, such as the all-new, fully-boxed frame, proven durability, and increased towing and payload capacity. Silverado HD fans also can send E-cards to friends who drive competitive trucks. The mobile application allows fans to share "smack talk" videos, where Max and Al explain the differences between Silverado HD and lesser heavy-duty trucks.

The Max and Al campaign will be supported with targeted advertising. For example, TV spots will debut weekend in NASCAR and cable programming. The "Stump" spot dramatically demonstrates Max and Al's stump-pulling 765 lb.-ft. of torque. The "Bouncing Baby" spot contrasts Max and Al's proven record to that of the less proven diesel engine from a competitor.

The campaign, created by Campbell-Ewald, will run through 2010. Additional creative executions are planned to continue spreading Max and Al's heavy-duty message.

"Max and Al is a fully integrated, targeted campaign that speaks directly to truck enthusiasts," said Bill Ludwig, chairman and CEO of Campbell-Ewald (C-E). "This campaign is a complete departure from traditional heavy duty truck creative, driven by humor, to bring to light the insight of how the target relates to one another and to their truck."


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    • 1 Second Ago
  • 34 Comments
      • 4 Years Ago
      "Arby's."
      • 4 Years Ago
      They are hilarious ads, though most will focus on the antics of the comedians and forget it was a truck commercial.

      Pound feet!
      • 4 Years Ago
      Wow - 10 years of "Doing the Job Right" and "Using the Right Equipment" together...
      ...and a discussion comparing measurements & stats - Is this a LTR, a marriage or a domestic partnership?

      Will Chevy show these two burly guys hooked up the way an Allison Transmission is bolted behind a Duramax Engine?

      This may just bring Chevy a whole new demographic of buyers...
        • 4 Years Ago
        "Will Chevy show these two burly guys hooked up the way an Allison Transmission is bolted behind a Duramax Engine?"

        AAaaaahhaaaaa! LOL!
        • 4 Years Ago
        They go deep.. I mean run deep.
        • 4 Years Ago
        New?
      • 4 Years Ago
      Of course, they gotta make the black man the one that has to put the power to the ground. Always trying to keep him down.

      Where's Al Sharpton when you need him?
        • 4 Years Ago
        Agreed...clearly a racist ad.....where is the outrage?
        • 4 Years Ago
        ROFL!

        In the Ford commercial one of the engineers is a black guy!
        • 4 Years Ago
        Al is still busy ducking ethics charges. ;-)
      • 4 Years Ago
      It just occurred to me these are kinda like the Mayhem commercials from Allstate! Along those similar lines..... but those ones are funny and these are not....well ok the 3rd "Little Powerstroke" kinda is!
      • 4 Years Ago
      Dumbest commercials EVER! Big thumbs down GM!
        • 4 Years Ago
        I dunno, i'd say a balding middle-class white guy rapping about his love for a Toyota Sienna isn't much better. Nor are the acid trips that were the recent Prius commercials. And pretty much every jean commercial ever made, ever. And Billy Mays yelling to us from beyond the grave about Oxyclean.

        But you know what? All of those examples stick in your mind because they're so damned... strange.

        And the homoerotic undertones aside, the new Chevy HD commercials are pretty strange, and (in my opinion) pretty clever.

        Plus it's got Brock Samson and the one guy from The Office! Brock Samson!!!

        (And if you don't know who that is, go watch The Venture Bros.)
        • 4 Years Ago
        I thought it was funny. Not ROFLMAO funny, but then - really - what is?

        And as far as the homo eroticism goes, I think they know people (haters, pundits, out of work comedians) are going to make that connection regardless so they are beating them to the punch with their whole tongue in cheek portrayal of it.
        • 4 Years Ago
        Brock Samson, yes! Finally! I was hoping somebody would catch that -- especially over Joe Swanson.

        As for the theme, this might work for a lot of Silverado HD sales, but it's way too much money expensed just to sell a single trim of one Chevy model.
        • 4 Years Ago
        I agree, completely unfunny!
        • 4 Years Ago
        Wrong. Laughed my head off... Especially with that Ford baby.
      • 4 Years Ago
      Well Gregg A. .....................Looks as if you were kinda " BLOWN AWAY" with your evidently" numbers from ths sky statistics" since the website apple 8756 shows a quite different scenario than you quoted, but don't feel too bad. thats very common on Autoblog that people state what they want to believe, instead of reality. GM is getting their act together and building some of the best vehicles currently being built, although their quality was completely exaggerated for being so bad, although their quality, along with EVERY OTHER AMERICAN MANUFACTURER was not good as it could have been, I am convinced in the era of low quality american cars, GM was building the best during that era. Ford stood for "Found On Road Dead" or Fix Or Repair Daily" and we all know about chrysler. The media took the government loan that GM took, and ran with it, but GM quality was never as bad as they made them out to be. Yes, I always have, and always will own GM. I have 5 GM products with no less than 175,000 miles on each one, and can go anywhere in this great country I choose to go in any one of the 5. GM stands for General Motors...not Government Motors or anything else
      • 4 Years Ago
      *yawn*
      • 4 Years Ago
      The first one is the best so far. The stump one looks so fake though! Can't wait for more....
      • 4 Years Ago
      To make matters worse, I can't look at Patrick Warburton and not think of The Tick. I keep waiting for him to yell "spoon" whenever he's carrying something heavy.
        • 4 Years Ago

        Close your eyes and just picture it as Tick making a commercial...much better that way.
      • 4 Years Ago
      Its Putty, "Yeah thats right."
      • 4 Years Ago
      ... while Ford commands almost 40% of the truck market (and growing) and Chevy's share has slipped to less than 28%... say what!!!! These ads clearly show how nervous GM is about all of Ford's new power-trains and the market-share GM is losing to Ford...!

      If you want funny "in your face" ads, take a look at the new F150 ads with Dennis Leary at:
      http://news.pickuptrucks.com/2010/11/new-television-ads-tout-2011-ford-f-150s-new-engine-lineup.html
        • 4 Years Ago
        Let's hope after GM sees the awesome ford ads they dump the "alice and dur" ads.

        The really look stupid in comparison.
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