New Chevy Silverado Ad Campaign Will Highlight Brand Loyalty

New Chevy Silverado Ad Campaign Will Highlight Brand Loyalty

General Motors plans to introduce a new advertising campaign for the Chevrolet Silverado in October that focuses on the strong loyalty truck owners have for their pickups and the brand rivalry that ensues with other pickup drivers, especially Ford, according to a report in AdAge.

The campaign is one of the first marketing efforts led by Joel Ewanick, GM’s new marketing chief. Ewanick spent three years at Hyundai, where he helped the Korean carmaker nearly double its share of the U.S. auto market. He had a brief three-month stint at Nissan before arriving at GM.

"There's really two big camps," Ewanick said of Chevy and Ford pickups. "We're going to find interesting, creative and funny ways to take advantage of the fact that there's really the Hatfields and McCoys."

Another change in direction: Longtime Silverado spokesman and former NFL player Howie Long is out as spokesman. So no more poking fun at heated steering wheels and “man-steps.”

We’ll be watching just to see if they call the trucks Chevys.

[Source: AdAge]