Silverado Ads Getting Better

Posted by: David Kiley on November 28, 2006

silverado.jpg

I hated…HATED….the opening ad for the 2007 Chevy Silverado—the one that showed images of Rosa Parks, Ground Zero, Vietnam soldiers, Richard Nixon’s farewell and California forests ablaze. The subsequent ads, which just use images of people working hard with their trucks on farms, oil rigs and the like, are much better. But I still don’t know why they adopted the new theme song from John Cougar Mellencamp…”This Is Our Country.”

Morning radio show personality Don Imus gave me a load of crap for criticizing Mellencamp’s relevance, pointing out he has been leading the way on Farm Aid for years. Okay. But I still prefer Bog Seger’s Like A Rock. I might have asked Seger to lay down a new recording that was a little more dramatic than the original.

In my conversations with GM suits about the ads, my favorite moment was when sales and marketing chief Mark LaNeve, a very good sport, said he must have looked at the anthem ad 20 times or more and never recognized that the twin beams of light on the Manhattan skyine was, in fact, Ground Zero. He said he did reject an image of kids diving under their desks in the early 196os during the Cuban Missile Crisis. But he greenlighted Nixon’s farewell wave?

Reader Comments

Jeffrey Tonetti

November 29, 2006 8:12 AM

Chevy's ad campaign has recently benefited from an "open source" approach as recently outlined in Wired magazine. Kudoos to Chevy for taking the risk of letting it's customers help their marketing campaign~

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