Say goodbye to Howie Long and hello to Max and Al. Duramax diesel and Allison transmission, that is.
Chevrolet is launching an all-new online and television advertising campaign for the 2011 Chevrolet Silverado Heavy Duty pickup that turns its diesel powertrain into two smack-talking, manly characters, played by Patrick Warburton (Puddy from Seinfeld), as Max, and Craig Robinson (Darryl from The Office), as Al.
When they're not pulling giant tree stumps out of the ground, Max and Al can be found relaxing with a pet bull in their log cabin at MaxandAl.com. The site also features videos and promotes the upcoming Max & Al's "Truck Smack" iPhone app and a Facebook game. Of course, Max and Al also have a Twitter account, where you can follow their exploits 140 characters at a time.
As you'd expect, Max and Al are very competitive. They take special aim at Ford's all-new Power Stroke diesel, portrayed as a baby in a jumping swing in one video. They also sing the Power Stroke a lullaby in an online greeting card that Chevy fans can e-mail to their Ford-driving friends.
Max and Al is one of the last original advertising campaigns created by Chevrolet's longtime media partners at Campbell-Ewald. It was conceived before the new "Chevy Runs Deep" campaign, which recently began airing on television and was created by Chevrolet's new marketing agency, Goodby, Silverstein & Partners.
"Max and Al is a fully integrated, targeted campaign that speaks directly to truck enthusiasts," said Bill Ludwig, CEO of Campbell-Ewald. "This campaign is a complete departure from traditional heavy-duty truck creative, driven by humor, to bring to light the insight of how the target relates to one another and to their truck."
Our Take? We think it's well done. We dare you not to laugh. Look for the first television spots to appear this weekend during NASCAR.