When General Motors announced that the ad agency in charge of Chevrolet was up for review, the speculation was that its "Chevy Runs Deep" ad campaign could be on the ropes after only one year. Critics say "Runs Deep" doesn't have the impact of previous campaigns like "See the USA in Your Chevrolet," "Heartbeat of America" and "Like a Rock," but GM apparently doesn't doesn't see it that way.

The General has reportedly informed Advertising Age that the creative review of Goodby Silverstein & Partners is all about reducing complexity and cutting costs. GM spokesman Tom Henderson is quoted as saying that the review "is consistent with GM's push to reduce complexities across the business." Henderson reportedly added that GM hopes to "make a decision on a way forward, concurrent with a decision on our media-buying and planning review, by the end of this year."

The new year at GM may or may not come without Goodby Silverstein & Partners, but it looks like we can expect the "Runs Deep" campaign in 2012 and beyond.




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  • 24 Comments
      T O
      • 3 Years Ago
      This could easily be remedied by changing it to "Chevy runs balls deep"
      Luke
      • 3 Years Ago
      I don't get the new Volt commercial. Really, I don't. Why would Chevy actually advertise the fact that you drive a car that, every time you stop at a gas station, you're going to have to explain why you're even there in the first place...?
        • 3 Years Ago
        @Luke
        [blocked]
      audisp0rta4
      • 3 Years Ago
      The slogan makes no sense, but they made up for it in the commercials that feature the ZR1 smokin 'em up powering out of a corner!
      benzaholic
      • 3 Years Ago
      I understand sticking with a name or phrase for a while to give it a chance to develop some legs, but this one is just stupid. I don't think any of the commercials that I've seen with that tagline manage to tie the phrase in to the rest of the commercial at all. They should just toss out this one like they throw away their small car names.
      Polly Prissy Pants
      • 3 Years Ago
      Ugh, makes you want to NOT buy a Chevy.
      Michael Glazer
      • 3 Years Ago
      Awesome commercials!
      • 3 Years Ago
      [blocked]
      Xedicon
      • 3 Years Ago
      I'm sorry but "Chevy runs deep" is easily one of the dumbest marketing slogans I've ever seen for an automaker. Every single time I see or hear it I'm repulsed - just no, no GM! Get rid of it!
      Krishan Mistry
      • 3 Years Ago
      Chevy Runs Deep. Makes no sense, and ruins all the good Chevy commercials with it stuck on at the end like an afterthought.
      • 3 Years Ago
      [blocked]
        Adrian
        • 3 Years Ago
        Get over it. All of the automakers got some sort of "bailout" during the automotive crisis, whether it was directly from their home governments/treasuries (GM, Chrysler, Toyota, for example) or got interest-free loan guarantees from our Federal Reserve (BMW, Ford, Toyota, as another example). These companies all have their hands in the government honeypot, so don't be so blind as to think that only GM and Chrysler got a handout. Do your research.
          Luke
          • 3 Years Ago
          @Adrian
          An interest-free loan is a major difference from a bail-out. Governments always offer low- or no-interest loans...operative word being OFFER. When a company has to go sit in front of the government and BEG them for money, that's a bail-out. There is a big difference there. Most loans that the government OFFERS are for companies to build new technologies (hybrids, alternative energy cars, etc). Bail outs are asked for because the company wasn't responsible enough to do what it needed to do to weather such crisis (and I'm not talking just auto companies, here). Please don't compare apples to oranges (or blush to eyeliner, lawnmowers to weed-eaters, etc).
          • 3 Years Ago
          @Adrian
          [blocked]
      jbolton87
      • 3 Years Ago
      Chevy is really gaining traction with many of their newest offerings (Cruze Eco, Sonic, New Malibu) and they should be looking at their roots as an American cornerstone of automotive history and their potential for future development. If I were in charge, I'd say something closer to "Chevy: American History Next" as a play on American History X and the company's legacy along with future R&D. "Chevy Runs Deep" is an attempt at reinforcing the engrained "culture" of Chevy, but the wording just doesn't flow nicely. Hey, at least it isn't as flat as Chrysler's mid-late 90's slogan "Engineering Great Cars."
      darthjayson
      • 3 Years Ago
      This would be a far better slogan for a new GMC Jimmy. "My Jimmy runs deep, so deep it....etc, etc...."
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