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Video: GM Reverses Course, Gives 'Chevy' Back To America

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Screencap from Chevrolet's 'Chevy Runs Deep' ad

Screencap from Chevrolet's 'Chevy Runs Deep' ad

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Remember a few months ago when word leaked out that Chevrolet was trying to put the kabosh on the word "Chevy"? It turned out that GM's marketing team was trying to tidy up the brand, and wanted employees to use only the word "Chevrolet" in official communications. The backlash from fans was huge, but there was an upside for Chevrolet: they quickly learned that while the "Chevrolet" brand might need buffing, "Chevy" is doing just fine.

And so, it's not really surprising that Chevrolet's newest ad campaign -- which debuted last night  during the World Series and is expected to cost more than the brand's entire marketing budget for 2008 -- is built on the word "Chevy". (Then again, the company often uses the "Chevy" nickname in its baseball advertising, as it did in the outstanding Chevy Baseball app.)

In many ways, the nickname is a better representation of the brand than "Chevrolet": it's a little rougher, a little tougher, and far more colloquial. We like it.

We're not so sure about the new "Chevy Runs Deep" theme, though. In theory, we understand how it ties into the :60 spot that ran last night, but it doesn't work so well in practice. Frankly, the ad and the tagline don't talk to one another -- or if they do, neither is listening.

Then again, with that clunky ad copy, we're not sure who the ad is talking to anyway. Case in point: "Today the American character is no less strong, and Chevrolet continues as an expression of the best of it". That's copy written by committee -- a committee of English teachers.

But don't take our word for it: listen to the dulcet tones of Tim Allen and weigh in for yourself:

P.S. If you want to read a little more about this, check this interview with Chris Perry, Chevrolet's VP of marketing, and  Jeff Goodby from marketing firm Goodby Silverstein & Partners. Funny, but  the interviewer doesn't bring up the Chevrolet/Chevy issue at all.

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'Chevy Runs Deep' in the 2010 MLB World Series

New marketing campaign tells the story of an all-American brand

DETROITOct. 27 /PRNewswire/ -- Chevrolet is launching new advertising tonight during the first game of the 2010 Major League Baseball World Series.  The campaign is inspired by a new brand theme, "Chevy Runs Deep," and features important new Chevrolet products such as the Cruze compact car and the Volt electric vehicle with extended-range capability.

"The World Series is a defining piece of American culture," said Joel Ewanick, vice president, U.S. Marketing.  "It has a story, a soul and a connection to every generation – just like Chevrolet.  You can't get a better fit than Chevy and baseball.  It's the perfect opportunity to talk about Chevy's commitment to America and showcase our newest cars, trucks and crossovers."

Created by Goodby, Silverstein and Partners, the new campaign features a :60 Chevrolet brand "anthem" spot that spans 100 years of Chevrolet history, including a peek into the brand's future;  three :30 spots that illuminate Chevy's connection to defining moments in American life; a :30 spot related to the brand's long-time relationship with baseball, and a :30 spot starring the Volt.  

Television and movie star Tim Allen will be "the voice of Chevrolet" in the new ads, a role he debuted in the first Cruze ads which began airing in September.

In addition to television, "Chevy Runs Deep" will have a presence in digital, print, out-of-home and social media during the World Series.  


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Comments (5)
  1. I don't know about "committee" writing or "clunky ad copy," but that ad gave me goosebumps. It made me feel proud to be an American. And it really made me want a Corvette.
     
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  2. Typ[ical marketing people. They have no idea of the products they are meant to sell. Only soemone who know's nothing about cars would suggest Chevy employees drop chevy for Chevrolet. At least sanity has prevailed. But how much money (in this sense taxpayer money as GM still majority owned by government) was wasted before this was put right.
     
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  3. How ridiculous! It's always been Chevy! WHY don't they put more THOUGHT into what they are designing instead of what they're called!
    How about bringing back a TWO DOOR Buick Riviera for those of us that can't afford a $45,000 Cadillac CTS 2-door????? They should work on their interior fabrics/leathers too! WHATEVER happened to soft, supple leather? What they call leather today, feels like the vinyl of years ago! Does soft, supple leather cost more than the "plasticky" stuff they're using today?
    They really need to come OUT of their IVORY TOWERS in Detroit and mingle with the REAL people!
     
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  4. Great add except «the ad and the tagline don't talk to one another» like the man says.
     
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  5. I read that the new Volt would be out by October, so when I was going to Dallas last week I called my local Chevy dealer to ask if I'd be able to see one or test drive one. He told me that I should be aware that the advertising campaign and the manufacturing campaign in now way were a reflection of one another. Although the Advertising has raised demand Chevy has been completely unable to meet the demand. Car sales are currently opening in a couple of 'select' markets (Dallas being one of them.) The dealer I spoke to told me he had heard nothing of any car available for test driving. He told me that Chevrolet had said that they would send him a dozen of the cars possibly as soon as March and that he had already found buyers for (sold) all twelve and had started a list of those next in line that was quite a bit longer than the twelve he is allowed to sell for delivery by March. After that? The car is expensive, but the savings? Now that is deep...
     
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