As Chevrolet showed the world its re-entry into the North American mid-size pickup truck segment with the highly-anticipated 2015 Colorado, advertising professionals speculated about the advertising agency that would market the Colorado.
As it turns out, ad work for the new Colorado will be performed by Detroit-based Commonwealth. Last December, GM gave Chicago-based Leo Burnett the $290 million Silverado account, even though Commonwealth is officially the brand’s ad agency. As it was later discovered, the Silverado was assigned to Leo Burnett due to a mounting amount of launch-related workload being performed by Commonwealth.
“Silverado remains with Leo Burnett and Colorado will be handled by Commonwealth, our agency of record,” GM spokeswoman Cristi Vazquez told Ad Age. “As we said earlier this year, Leo was asked to handle Silverado to help balance the work for Chevrolet with 13 launches for 2013.”
Sources also told us that one of the unofficial reasons The General selected Leo Burnett to work on the new Silverado was for the agency to focus exclusively on the vital (read: high-volume and high-profit) pickup truck line.
Chevrolet is hoping to attract a younger demographic with an active lifestyle for the 2015 Colorado, which is set to arrive in showrooms less than a year from now, during the fall of 2014.