Chevrolet’s New Ad Campaign Aims at the Heart of Pickup Buyers

Chevrolet Silverado Pick up

Now that it’s got the product, General Motors (NYSE:GM) must now focus on making people want it — or in some cases, wanting it even more — and that’s exactly what the company’s intentions are behind a “huge” ad campaign for the all-new Silverado light-duty pickup. Chevrolet marketing executive Chris Perry said the campaign, which makes its TV debut on July 4, will likely be the automaker’s largest in terms of spending in at least six or seven years.

Based around the notion that “a man and his truck equals strong,” the new campaign is intended to resonate with buyers and help GM to “take back the soulfulness of the (pickup category),” Perry said. He added that GM’s ad spending will be more than the last Silverado launch, but he remained mum on just how much exactly the campaign was going to cost.

Aiming for an emotional bond that conveys “American values such as determination, selflessness and commitment to family and community,” Chevy has a long, hard road ahead — Ford’s (NYSE:F) F-150 pickup line has been the best selling line of trucks for nearly 40 years, and its momentum hasn’t slowed. Gains by Fiat’s (FIATY.PK) Ram brand are also working against the Silverado, which faces an unrelentingly competitive market straight out of the gate.