Automotive News is reporting that GMC and Chevrolet intend on spending one-third of their advertising budget on the upcoming launch of their Silverado and GMC pickup trucks.

The new ad campaigns are intended to channel the "Like a Rock" promotions that still resonate with many full size truck buyers. Expect to see John Mellencamp serenading viewers with a glossy aura of "Americana" during the World Series and NFL broadcasts this October.

The budget breakdown, according to Automotive News' sources, is somewhere in the range of $100 million for the Sierra and a few bucks shy of $300 million to introduce the Silverado.

Considering how important these two vehicles are for GM and its future, we're sure every penny will go to good use.

[Source: Automotive News - sub. Req.]

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