Chevy is preparing to launch new campaign for its Silverado range.
Developed by creative agency Commonwealth, the ‘all-American’ campaign will launch 4 July in Texas, before being rolled out across the US.
“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 by Will Hodge, the ad will debut as a music video before a television ad version is rolled out.
“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.”
Additionally, 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.