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.









Show full PR text
'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.


I'm reporting this comment as:

Reported comments and users are reviewed by Autoblog staff 24 hours a day, seven days a week to determine whether they violate Community Guideline. Accounts are penalized for Community Guidelines violations and serious or repeated violations can lead to account termination.


    • 1 Second Ago
  • 44 Comments
      • 1 Year Ago
      [blocked]
      360_AD
      • 1 Year Ago
      Nice. Simple and straight to the heart, not saddled by wall-to-wall product spec VO. Good job Leo Burnett Detroit.
      car czar
      • 1 Year Ago
      I liked the mention of overtime in the commercial, cause your gonna need it if your working a blue collar job in America to buy one of these new trucks.
        JustinB
        • 1 Year Ago
        @car czar
        The MRSP's stayed the same or close to it if i remember. I do blue collar part time work and am a PhD. student, i got a new one in '11, for 10k off MRSP. I paid 24k for a extended cab with leather buckets, and the All Star Package. If you need to work OT to afford that they you dont need to buy buying a new vehicle. Anyone who buys it at full price is crazy, Even the '14's will go on sale in October, like every year
        Unanything
        • 1 Year Ago
        @car czar
        Indeed
      DRO3000
      • 1 Year Ago
      Still the best truck slogan and commercials http://www.youtube.com/watch?v=IocCC1-jeTY
      • 1 Year Ago
      [blocked]
        360_AD
        • 1 Year Ago
        You may have a background in marketing, but do you have a background in advertising? If you do have a background in marketing, you would know that these ads can't possibly be the only marketing activity GM and its ad agency (in this case Leo Burnett Detroit) are doing. There is a time and place for everything. Certain media channels are better suited for product advantage and comparison than others. With the air waves being filled with noise, it is simply not effective to drone on and on about product specs. When you do that your audience falls a sleep and your ad looks and sounds like any other. You may have the best specs in the world but that fact will be lost on your audience when you have only 1 minute to make the all important impression. Yes, I'm talking about TV advertising. These are brand spots. They tell the story and values of the Silverado brand. These are not "big sale this Sunday! Sunday! Sunday! Sssssunday!" spots, ok? I have over 16 years of experience in advertising. Nearly half of it in the automotive industry.
      Andrew
      • 1 Year Ago
      grate songs very patriotic and far better trucks than the copetition
        Bruce Lee
        • 1 Year Ago
        @Andrew
        What does this song have to do with patriotism? It has nothing to do with the country the person's from.
        The Wasp
        • 1 Year Ago
        @Andrew
        ^ Target demographic right here
        • 1 Year Ago
        @Andrew
        [blocked]
      • 1 Year Ago
      [blocked]
      Rob J
      • 1 Year Ago
      I would argue that those who buy trucks out of necessity (I.e. for work) go by features, price and word of mouth. Those who buy trucks to commute to work down the highway are the ones who need the overly patriotic an machismo advertising. However, the latter group is growing faster than the former.
        • 1 Year Ago
        @Rob J
        [blocked]
          • 1 Year Ago
          [blocked]
          Hernan
          • 1 Year Ago
          Pretty sure that was sarcasm. Have an upvote.
      Jesus!
      • 1 Year Ago
      I like it. The new Silerado looks tons better than the one it replaces.
      transam
      • 1 Year Ago
      For everyone complaining that the 2014 looks like the 2013, get over it. Truck designs don't change that much, do the F-150 and the Ram really look that dramatically different from previous generations? Brand recognition is important. The new design is a solid evolution. This truck will sell better than ever, if you don't like it, you probably wouldn't buy it regardless of how it was designed, so just move on.
        Brian D
        • 1 Year Ago
        @transam
        I agree. Anyone looking for major changes in the exterior or drivetrain of the next F-Series will be disappointed. Trucks are so good now that changes are evolutionary, not revolutionary. Adding to the capabilities of these trucks is almost a joke now. Most customers couldn't max out the payload or hauling ability of the trucks sold 10 years ago. Mileage is the only spec that really needs improving.
      Bobby_Sards
      • 1 Year Ago
      the only thing worse than a commericial is a news article about a commercial NO ONE CARES WE WILL ALL SEE THESE ADS A MILLION TIMES UNTIL WE ARE SICK OF IT
      Brian D
      • 1 Year Ago
      Sales of the Chevrolet Silverado, GM’s most popular vehicle in the U.S., rose 29% to 43,259, while its sister, the GMC Sierra, rose 33% to 16,568. Selling 59,827 trucks in a month isn't bad. Right now GM only has a 10 day supply of the new truck...
        Yourfn Boy
        • 1 Year Ago
        @Brian D
        PT cruisers were impossible to get when they first came out... Everything sells when it's new give it time
        bluemoonric
        • 1 Year Ago
        @Brian D
        Over $7,000 in rebates buy a lot of business. It is the old GM model.
    • Load More Comments