Chevrolet's "Runs Deep" tagline has finally been run into the ground, replaced with the Bowtie brand's "Find New Roads" slogan that's part of parent General Motors' plan to unify its everyday brand's marketing efforts worldwide. The new Chevrolet campaign was ushered in on prime time last night during the Grammy Awards on CBS, and the first spot, a 90-second full-line ad, also marks the first appearance of the 2014 Corvette Stingray in a commercial.

Being a full-line ad, the commercial is composed of vignettes centered on different vehicles in the brand's lineup. The all-new 2014 Impala also makes its first commercial appearance in dapper fashion, and time is spent on a skateboarding Sonic and a bouquet of brightly colored Spark hatchbacks driven by fashionable women. The ad starts and ends with Chevy's green halo car, the Volt, along with a young girl with her robotic dog (yes, really).

Chevrolet's "Runs Deep" campaign got off to a rocky start in the fall of 2010, but it did last for a couple of years with some tweaks. This new one, "Find New Roads" seems more intent on drawing new customers into the fold than the outgoing tagline, which seemed to play more toward the brand faithful. It admittedly reminds us more than a little the short-lived "Find Your Own Road" Saab motto (which, we note, was conceived while the Swedish brand was under GM's control), but no matter, we still think it's got more long-term potential than "Runs Deep."

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  • 82 Comments
      askroon
      • 1 Year Ago
      I'm going to get a Sonic just so I can try out those cool skateboard tricks it can do.
      joejoe509
      • 1 Year Ago
      Not bad. It effectively captures the personaity of each car. The Volt's scenes are a little weird. Not sure I'd be taking the Volt on any long trip through the woods, but oookay.
      MJC
      • 1 Year Ago
      Interesting. Certainly captured my attention for 90 seconds. I think it's successful because it caters to the emotions and not the products (i.e. nature (Volt), freedom of youth (Spark/Sonic), success/power (Impala), action/adventure (C7)).
      • 1 Year Ago
      [blocked]
      Stamina
      • 1 Year Ago
      New designs with curvature and creases don't work unless you view them in person. I've seen the vette in person at the autoshow and it looked awesome. So did the Lexus IS F Sport, which looks like a piece of art. Most people commenting should reserve judgement until they have seen them in person.
        Gorgenapper
        • 1 Year Ago
        @Stamina
        I'm going to see it this coming weekend. I hope they will let people actually sit inside the thing to show us how much improved the interior is, among other things. What I hated about the last auto show was that Nissan locked the doors to the GT-R. Were they afraid of people making critical comments about its interior?
      Mr E
      • 1 Year Ago
      Pretty cool spot. The Corvette segment could be a full commercial or even a longer webisode kind of thing. The robot dog was a little out of place though, and creepy. Also, you should probably not pet wild deer like that :)
        Tysto
        • 1 Year Ago
        @Mr E
        Yeah. The deer thing reminds me of a moment in Pocahontas during the \"Colors of the Wind\" song where she picks up a bear cub in front of its mother. DO NOT TRY THIS AT HOME.
        Carguy
        • 1 Year Ago
        @Mr E
        The Corvette piece could be a whole comercial but with all that CG and maybe even a closed street the cost would be very high.
      GN
      • 1 Year Ago
      I just noticed GM is the only one of the big 3 that all their models are different from each other, they don't share the same "design theme" and all look like they're from different brands. The Cruze and Spark are the best looking and they're not even American designs. The C7 looks cool here.
        • 1 Year Ago
        @GN
        [blocked]
      mofoninja
      • 1 Year Ago
      Anyone notice that the aircraft chasing the Corvette was designed to look like a "Stingray"?
      stecki3d
      • 1 Year Ago
      real dog to robot dog "They took our jobs!!!"
      wooootles
      • 1 Year Ago
      I like the C6 debut commercial better, It was kinda like this, but more action.
      Trent
      • 1 Year Ago
      I see a base red Vette in my future!
      lucky81
      • 1 Year Ago
      I like it alott!
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