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Chevy Runs Deep

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."

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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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