Ad Break: Chevy’s American Pie Commercial6
Years ago, when Chevy was still using the An American Revolution tagline, the brand released this commercial featuring various celebrities singing American Pie. The ad features Mary J. Blige, Jonny O’Connell (of then Corvette Racing and now Cadillac Racing fame), Dale Earnhartd Jr., and others. Plus, the ad shows a Corvette (or two), a Silverado, O’Connell’s C6R, an HHR, and many more. The clip ends with the text “People who love cars, love Chevy”, followed by the An American Revolution tagline:
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Interesting, but a good ad also. Can’t say as I remember seeing this one. What year did it come out? Obviously when the HHR was in production,
And that body style of the Silverado came out in 2008, so I think its that year.
Remember; “Baseball, hot dogs, apple pie and Chevrolet”? I know that was the ’70’s. TV shows were sponsored by Chevrolet in the ’60’s. Actors from the shows even did commercials. Remember Dan Blocker from Bonanza selling Chevy trucks? I know that kind of things go back to Dinah Shore. Getting old.
Was this a Campbell Deals campaign? Didn’t Chevy hire another agency recently? If they did they should go back!
I find this piece very timely in light of several things going on at GM. First, it’s a great piece and ads similar should be aired frequently. However GM’s marketing crew have neglected Corvette advertising for years – they simply believe the car sells itself and this same attitude has characterized the marketing of their “halo” car for years. They certainly are missing an opportunity to capitalize on Corvette as a “brand enhancer” -especially if GM truly has plans to make the Corvette a Global car. Maybe this is why Mark Reuss has recently named a new global marketing chief. Hopefully Tim Mahoney can wake up the rest of the department and give the Corvette some competent advertising. Let me give you a perfect example: Yesterday I watched the 12 hours of Sebring on Speedvision and marveled at Milner’s ability to overcome all odds and drive the C6R to victory in the GT class. During that period I saw approximately 5 Porsche and the same number of BMW commercials. I even saw a few SRT Viper ads, for God’s sake! How many Corvette ads did I see? None, Zilch, Zero, None. To be fair I did see a few Camaro ZL1 commercials and a couple of Chevy Cruze commercials. (And I do not view the “Win a trip to the 24 hours of LeMans to be a Corvette ad”). But not one Corvette commercial. The incompetence is overwhelming. You have a captured target enthusiast market, potential Corvette customers and the wizards marketing the Corvette ignore what apparently other car manufacturers that were competing in the race figured out. My guess is GM doesn’t even have a new Corvette commercial to run and the ZL1 ad was the closest thing they had to market performance. The designers of the new C7 barrowed the Camaro tail lights and now apparently the marketing department is borrowing the Camaro advertisements!!!! Give the Corvette what it deserves, an effective marketing program, not the benign neglect that has characterized the Corvette marketing for years.
Thanks for sharing the ad, Alex.
Lets quit with the camaro tail lights, they aren’t even close !