Chevy Campaign 'Strong' to Launch on 4th of July

The all-new 2014 Chevrolet Silverado will be celebrated in a marketing campaign created to speak to the heart of the full-size pickup market. The campaign, featuring an original song by Grammy-nominated recording artist Will Hoge, begins exclusively in Texas, where one of every six pickup trucks in the U.S. is sold.  

“There is no more appropriate place to launch the new Silverado campaign than in Texas, the heart of truck country, and no better way to launch it than through music,”said Tim Mahoney, Global Chevrolet chief marketing officer. “The song “Strong” celebrates Silverado owners who are as dependable and capable as their trucks.”

 

Originally developed as a song, “Strong” will debut July 4 as a music video, digital download and in a television ad.

 

The Silverado anthem was created with pickup truck drivers and their values in mind.  Most of the people who appear in the video are real Chevrolet owners, not professional actors. The lyrics to Hoge’s song speak to the strength of hardworking, honest and dependable men and women. As a tribute to American pride, the launch date is July 4. 

“Chevrolet has a long-standing relationship with music, and Chevys have been mentioned in more than 800 popular songs,” said Mahoney.  “The lyrics to ‘Strong’ were inspired by the Silverado and the people who drive them. We think this original song and our all-new Silverado harmonize perfectly.” 

 

The Silverado marketing strategy begins with the song, but rolls out both in Texas and throughout the country during the second half of 2013. Interactive Silverado displays and ride-and-drives began in June across Texas. Nationally, Silverado marketing plans include customer activities at NASCAR races, music venues and sporting events, as well as a partnership with the National Volunteer Fire Council.

 

The Silverado campaign fits within Chevrolet’s brand platform, Find New Roads. Future ads will focus on the features of the Silverado, including its class-leading V-8 fuel economy and towing capability. 

TV Credits
Client Chevrolet
Agency            Commonwealth
Product                                        Silverado
Spot Title         “Strong”
Spot Length:                                    :60 /:30

Chief Creative Officer Linus Karlsson
Executive Creative Director Linus Karlsson/Matt Canzano
Creative Director Rick Dennis/Tim Teegarden
Chief Production Officer Brian DiLorenzo
Executive Producer Mark Sitley
Senior Producer Adam Davis
Executive Music Producer Peter Gannon
Danielle Korn
Stacy Swann
Talent Affairs Shawn Ayre
Account Director Dave Paxton
Production Company Tool of North America
Director Bob Richardson
Director of Photography Bob Richardson
Executive Producer/President Brian Latt
Executive Producer/COO Danielle Peretz
Executive Producer  Lindsay Skutch
Line Producer Kathleen Handwerk
Edit Butcher
Editor David Henegar
Assistant Editor Kelly Henson
Executive Producer Chrissy Hamilton
VFX and Finishing The Mill LA
EP Sue Troyan
Producer Enca Kaul
Production Coordinator Benjamin Sposato
Flame Lead Zack Dych
Colorist Adam Scott
Audio Post  Eleven Sound
Mixer Jeff Payne
Executive Producer Caroline O’Sullivan
Song  “Strong”
Song Writers Ashley Gorley/ Zack Crowell/Will Hoge
Artist Will Hoge
Producers Chris Farren/ Ashley Gorley/ Zack Crowell
Studio Ocean Way Studios, Nashville, TN
Music Editor Jeff Payne
Voice over John Cusack