In many parts of America, deer season is a very big deal. Families talk about it for months, plan hunting trips, shop for deer stands, clean rifles. We know of school districts that cancel classes the day before the season opens, mostly because half the students want to stay home and pack for the weekend.
But of course, deer season isn't just about tradition and campfires and father-son bonding. Deer season is also about selling things -- lots of things -- to hunters new and old. That includes trucks.
Cue the latest campaign for the 2011 Chevrolet Silverado:
Now, our memory may not be what it once was, but we're having a very hard time recalling another ad from an automaker focused so specifically around deer season. Sure, we've seen hunters and fishermen pop up in commercials, and dealers mention hunting in their ads all the time. But this seems slightly different -- and very smart.
It's no secret that Chevrolet and the rest of the General Motors family faced harsh criticism in the wake of last year's bankruptcy/bailout. It's also no secret that among Americans, some of GM's biggest bashers have come from politically conservative corners.
Now, we don't want to over-generalize, but given our personal experience with hunters (some of us have been known to tote a rifle ourselves), we can safely say that many have a conservative streak. So reaching out to that critical -- in both senses of the word -- demographic is probably a very good move for Chevy. At the very least, it works to rebuild the brand's image as one that's all about tradition and families and America.
The ad's too new to dub a complete success, but from where we sit, it looks a lot like a bullseye.