Anyone who grew up in the 70s knows the theme song from the Donny & Marie show. The strains of A Little Bit Country, A Little Bit Rock ‘n’ Roll no doubt still ring through your ears as you hum along, picturing the brother and sister duo and their blindingly white smiles singing the tune.
Chevrolet has brought back the lyrics of the song without the peppy music to promote the 2019 Silverado – the brand’s hard-working pickup truck. For the launch of the truck, Commonwealth//McCann and Chevrolet have created a campaign that gives a harder edge to the lyrics, in keeping with the attitude and toughness of the pickup.
At the center of the campaign are three videos designed to launch the Silverado in breakthrough ways. In ‘A Little Bit Country, A Little Bit Rock ‘n’ Roll,’ the lyrics of the iconic song serve as dialogue for individuals of all ages, backgrounds, professions and cultures for whom the new Silverado is the truck of choice. From soldiers crawling through the mud to a woman on a ranch, to construction workers, businessmen, cowboys and fishermen, surfers and steel workers, they all show that the Silverado is what you need it to be.
The Osmonds are not present in the campaign.
Another spot, ‘Tailgates,’ takes a journey through the decades as seen from the tailgate of the Silverado, from the early 1900s to the present day – where the Silverado tailgate can be closed with the click of a button. It’s a nostalgic look back on American life through what they carry in their trucks. The point of the spot is that people, the music, the locations, the jobs might change, but the strength, versatility and dependability of the Silverado remains.
In addition to the videos, the campaign features a complete suite of assets across all channels. In a first for an automotive brand, there will be Silverado-branded Amazon boxes, bringing the truck to front porches across the US. The Silverado will be taking over the mobile viral sensation HQ Trivia for ‘Truckin Tuesday’ trivia night. And a series of faux magazine covers, amplified by social media, seek to further drive impact and breakthrough, along with owned and paid social media, homepage takeovers and online advertising.
See the spots by clicking on the Creative Works box below.