If you haven’t already seen Chevy’s new commercial, titled Strong, for the all-new 2014 Silverado, then you owe it to yourself to watch it:
The ad features an original song (of the same name) by Grammy nominee Will Hope, and presents real Chevy owners (rather than professional actors, as is the case with most other ads). The commercial launches on TV today — July 4th, 2013.
Coincidentally, we’ve received a few emails this week complementing the ad, but questioning whether it will actually result in more sales of the K2XX-based Silverado. So in leu of today’s launch of the ad, we thought it appropriate to reply in a collective way to those of you asking the question with the following.
Will the ad sell more Silverados by itself? Maybe it will, maybe it won’t. It’s probably impossible to know for sure. But coupled with the introduction of the all-new Silverado, it’s likely to increase research and consideration of the new truck. Couple increased consideration with the fact that the Silverado is better than what the competition has to offer (in nearly every single way), and it’s very possible that the ad will have an actual impact on sales.
Have a happy and safe Fourth!
Comments
I don’t think these ads will do much for the sales. Here’s why:
I keep getting told that the truck market is very conservative and styling changes are not as necessary as in the car market to sell them. That means that traditional Chevrolet truck buyers will buy these things anyway. If the old design (which is a dead ringer for this one too, no matter what the zealots say) didn’t win over any new buyers then this one is unlikely to either. These trucks seem to have a few features that already exist in Chevrolet cars so that’s no exclusive selling point either. I can perhaps see one or two people who may not be traditional truck buyers who are fascinated by the “easy open” tail-gate, the step bumper and the grab handles. But not in droves. It is said “in the absence of the art use rhetoric”. There is no true “art” here so the marketers need to use rhetorical skill to convince the unmoved customer to come in this direction. They are using a commercial that shows real Chevrolet owners…people who actually work their trucks. But aren’t these the same people who couldn’t be prised out of their Chevy trucks anyway?!? Listen. They need to also win over new customers as well. As much as I DESPISE these trucks, the marketing for them is poor and there can be improvement. Here’s an idea that I here and now give Chevrolet permission to use. Why not show images of people who one would not expect to drive a truck leave their Wall Street office or their courtroom or perhaps the runway model who leaves the show and makes her way to the Silverado. And let’s not even mention the theme music of this ad. Come on. That image has been flogged to death already. Cowboy hats and country music. I suppose it all ties in with the vehicle itself though. I washed-up-has-been-also-ran design being marketed by a washed-up-has-been-also-ran ad campaign. Good luck with it, though. This will do NOTHING to bother Ford and therefore are at peace with it. Ram is probably quite thrilled with the “new” Chevrolet trucks too.
I think Richard has the wrong site. Is needs to be pickuptruck.com that’s the site with all the haters.
I want to buy a new one based on the commercial, its makes me stand up and be proud that I drive a Chevrolet. I love the fact that Chevrolet can lay claim too so much heritage in America. And I love the fact they bring that out so well in the commercial. I did grow up in the Heartland on a wheat farm so maybe that’s why it hits home so well. And no I’m not a fan of country music, give me Cat Stevens any day.
My dealer still does not have a new Silverado, although some of the local GMC dealers to have a few Sierra’s.
I have to agree with Richard on this, he is absolutely right, they are only catering to those who own a Chevy truck. Those whom would buy one again and again. Yes they are basing their marketing on rhetoric not on art or even power and reliability, basically saying “why would you buy anything else, its a Chevy truck”. Also the whole Western country thing is getting a little overplayed, I say this because I like rock n roll or some modern music more, but be that as it may it is becoming a broken record to say the least. I will also say that this commercial isn’t going to sell me on buying one, the reliability of the engine is the big sell to me. Because when we adhere to marketing we mine as well all go in and sell our Chevy’s and such and buy a Honda Civic because it is the best selling car in Canada for 14 years, even though it is boring.
Is this ad that different then the Dodge Ram truck ad? No not really so who did Dodge cater to? Or Ford or Honda, or Toyota, etc, etc. Are you guys truck people? Because we think different then car people. Funny how everyone is an expert and we call all predict the future.
I would like to point out that I own a truck as well, this ad doesn’t really say much to me. Let me put it to you this way, would you buy this truck based on the ad or how it works in the field? Would you still buy this truck if the engine block was so badly engineered that it would blow up, just because of this ad? If you answered no or based on how it works in the field, then you buy a vehicle on the right pretenses, based on reliability and ease of repair. While car buyers and truck buyers are 2 completely different people, I will agree with you there, but at the end of the day we both buy because the marque that it is being sold under is reliable and cheap to fix (usually those don’t go together but never the less). I own a 99 Silverado myself, I bought it because the insurance cost would be cheaper, its a 4×4 (which in Canada is a very important feature) and it is quite useful whether on long trips or helping somebody move etc. Now would I buy this truck based off the ad? No I would not, I would do my research see what the torque and hp ratings on the truck, are how the tow capacity and payload is and see how much room there is. I would also buy based on previous experience with a GM engine, as they are solid engines and I like the look of it, it looks mean. But buying based on an ad is absurd, like I said you mine as well buy a Honda Civic, because its the best selling car in Canada for 14 years in a row. Because the commercial told you so.
nobody is going to buy the truck because of the commercial, people who need and know trucks will buy their next truck anyway , chevy just needs exposure and customers to try one out, knowing chevy , this will be a killer truck, who knows if country music will help or not , i love the truck and would buy one anyway, like i said it needs a lot of exposure , any kind is good. and yes the new look is not a great departure from last years, but we like it that way, you still know its the new one.
I love the ad. It is well done and really strikes a cord concerning family, values, and the dependability of Chevy trucks. Will it increase sales? Perhaps. Maybe not. But for me, it does make me have to seriously consider a Chevy truck again.
I know it will never happen but, Like A Rock was the best commercials fro Trucks period and hope for a comeback IMHO.
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Ok, here we go… How long did it take you to write that ridiculous critique? I mean, come on. You sound like some kid who just barely passed a marketing class yet think’s they know it all. You are so far off the point it is scary. And did you ever hear of alienating your target market? That’s exactly what would happen if you showed a runway model getting into a Silverado instead of a hard working man or woman who depend on a strong truck to get the job done. That’s why luxury car brands don’t show cowboys leaving a field in a beemer.