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Chevrolet introducing "Find New Roads" global tagline

Jeffrey N. Ross — Wed, 09 Jan 2013 13:32:00 EST

Filed under: Marketing/Advertising, Chevrolet

Between the global success of the Chevrolet Cruze and the poorly received "Chevy Runs Deep" tagline, Chevrolet will be aligning all of its marketing behind a new global campaign called "Find New Roads." Looking at the big picture, Chevrolet says this new tagline will be used to create "one global vision" as it prepares to launch 20 new models this year worldwide, and the US market will be the first to see the new campaign sometime during the first quarter of this year.

More importantly, Chevy says that this tagline will be a crucial element in developing new products and technologies. We'll wait to see if this means the US will be seeing more global products like we saw with the introduction of Ford's One Ford plan, but Chevy's spokesperson Christi Vazquez told us, "We have had success with global products like the Cruze and Sonic/Aveo and will continue to develop products with global markets in mind."

Read more about the new tagline in the press release posted after the jump.

Continue reading Chevrolet introducing "Find New Roads" global tagline

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"Chevy Runs Deep" campaign to stick around

Chris Shunk — Mon, 24 Oct 2011 10:27:00 EST

Filed under: Marketing/Advertising, Chevrolet, GM

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.

"Chevy Runs Deep" campaign to stick around originally appeared on Autoblog on Mon, 24 Oct 2011 10:27:00 EST. Please see our terms for use of feeds.

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Faltering "Chevy Runs Deep" campaign to get retooled

Zach Bowman — Thu, 01 Sep 2011 19:01:00 EST

Filed under: Etc., Marketing/Advertising, Cadillac, Chevrolet, GM

General Motors is set to give its "Chevy Runs Deep" ad campaign some tweaking a little less than a year after the slogan was adopted. According to Bloomberg, GM has found that while the campaign has helped steady sales, it hasn't exactly pushed potential buyers into the driver's seat. Chevrolet adopted the slogan shortly after GM Chief Marketing Officer Joel Ewanick joined the company last September, though the campaign's slow momentum has spurred the company to re-evaluate its creative strategy.

Bloomberg reports that GM is set to continue to air the "Chevy Runs Deep" ads that have performed the best with consumers throughout the fall. The slogan was originally intended to underscore the lengthy heritage behind the Chevrolet brand in America, but some of the spots failed to make the connection.

Cadillac is also set to receive similar advertising attention. Advertising will focus more on specific product attributes than blanket statements in the near future.

Faltering "Chevy Runs Deep" campaign to get retooled originally appeared on Autoblog on Thu, 01 Sep 2011 19:01:00 EST. Please see our terms for use of feeds.

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The Why? behind "Chevy Runs Deep" slogan

David Kiley — Wed, 27 Oct 2010 16:30:00 EST

Filed under: Marketing/Advertising, Chevrolet, GM

When it comes to launching a new marketing strategy and ad campaign for Chevrolet, the gorillas in the room are Chevy's once illustrious advertising past: namely the Heartbeat of America campaign that ran from 1987 to 1994, and the "Like A Rock campaign that ran from 1991 to 2004.

"Every brand we have is important, but it starts with Chevy."

Those two iconic, Hall-of-Fame caliber, indelible campaigns have made any attempt at solving Chevy's advertising problem a nightmare for every bright-eyed, ambitious advertising or marketing manager that has taken their turn at the Chevy wheel, and the ad agency that held the account until a few months ago.

A few things have changed, though, in the last 12 months at Chevrolet and parent company General Motors. And GM chief marketing officer Joel Ewanick and his hand-picked ad agency, San Francisco ad shop Goodby, Silverstein and Partners, are trying to stage a new era for Chevy starting tonight on the MLB World Series. The effort also precedes GM's initial public offering of stock in the new company in a few weeks. And the company is cognizant that many an investor will be watching the World Series.

To position Chevy for the future, GM and Goodby are not bashful about trying to tap the past. A 60-second so-called "Anthem" TV spot, voiced by Michigan-bred actor Tim (Home Improvement) Allen, draws on black-and-white footage of GM workers from the 1940s assembling vehicles, houses being built in the 1950s, a young couple in the 1960s full of hope and promise driving... then a cut to modern Chevrolets like Malibu, Cruze and Volt. The first line of the ad starts, "100 years ago..." A new theme line for Chevy, though Ewanick says it is not a "tagline," is "Chevy Runs Deep."

Continue reading...

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The Why? behind "Chevy Runs Deep" slogan originally appeared on Autoblog on Wed, 27 Oct 2010 16:30:00 EST. Please see our terms for use of feeds.

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Report: New slogan 'Chevy runs deep' coming this fall [w/poll]

Jeremy Korzeniewski — Mon, 25 Oct 2010 17:58:00 EST

Filed under: Marketing/Advertising, Chevrolet, GM

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?

View Poll

[Source: Detroit Free Press]

Report: New slogan 'Chevy runs deep' coming this fall [w/poll] originally appeared on Autoblog on Mon, 25 Oct 2010 17:58:00 EST. Please see our terms for use of feeds.

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