Popular GM brand Chevrolet has a specific reason for adopting its new “Together let’s drive” advertising motto while dropping the decade-old “Find New Roads” slogan. according to Chevy marketing vice president Steve Majoros.
The new motto, as might be expected from what it explicitly says, is an appeal to unity in a divided America, AdAge reports.
The ad debuting the new tagline features complementary visual imagery, including showing a variety of people driving Bow Tie vehicles. The Chevy crossovers, SUVs, and pickups are also shown in a mix of environments, ranging from outdoor scenes such as the beach to city streets.
Majoros says that in addition to crafting the new Chevy ad to appeal to a claimed yearning for togetherness in the U.S., people “want to feel more positive, hopeful and optimistic,” a mood the video does its best to capture. He describes the new ad phrase as tapping into this desire as well, saying “it’s brighter, it’s more colorful, I think it’s more specifically tuned in with people’s mindset.”
Regardless of whether or not Americans actually feel much togetherness and unity as they gear up for another likely contentious election, the ad also originally included a brief leaked glimpse of the 2025 Chevy Equinox Activ trim level in Cacti Green exterior paint. GM Authority captured a few screenshots of the upcoming vehicle before GM edited out that section of the clip, replacing the Equinox with a 2024 Chevy Trax compact crossover.
While “Together let’s drive” is Chevy’s official main advertising line, the Bow Tie brand is also launching a second advertising campaign focusing less on notions of unity and more on cold, hard cash. This series of ads will spotlight the affordability of various Chevrolet nameplates, and it’s the price-based ads, not “Together let’s drive,” that will appear on Fox News coverage of the World Series.
Majoros also says the news ads will present ideas and information in the form of a “conversation you’d have with people – you know, chit-chatting.” You can view Chevy’s first “Together let’s drive” ad video here:
Subscribe to GM Authority as we bring you the latest Chevrolet news, GM advertising news, and ongoing GM news coverage.
Comments
“included a brief leaked glimpse of the 2025 Chevy Equinox Avenir trim level in Cacti Green exterior paint…”
Umm, I don’t think the Avenir trim was meant to appear on a Chevrolet…Activ, maybe…but the Equinox is not made by Buick.
thats a ugly color green. Who would look at that and say “yes, that is my dream color and I just have to have it”
If you have to explain it, you’ve failed the communication process.
Yawn…. it’s too generic, and not catchy enough to open people’s mind up to Chevrolet.
Reach back in time and bring back that classic Diana Shore jingle.
todays Chevy marketing team is a result of the current public education system. They have no imagination.
Not very catchy. “The Heartbeat of America “ was the best!
Kinda reminds me of sensitivity classes and trust falls. Very vanilla. Advertising should be telling the consumer what makes Chevrolet better than its competitors. Best in Class. Leave the cash incentives advertising to the dealers.
Affordability is a relive term.
That would be relative, not relive. That’s what I get for not wearing my glasses and not proofreading before posting.🤪
clean those glasses. There is a “edit” button below all your comments. No reason to post a “correcting” comment.
If you have to explain the commercial to your customers, it failed. Kind of like paying people to buy your EV’s and 4-cylinder trucks.
Take these bland vehicles to the prison visitor shack that is really a McDonald’s. Boring Germaine Bla cars and McDonald’s.
all the big 3 brands of vehicles are boring, ever since they allowed computers and wind tunnels to design them. Designs like the 57 chevy,58 and 59, the wind tunnels would deny.
GM’s excels at virtue signaling in their advertising, to the point of being ridiculous.
Advertising 101 says unless your brand name is included in your tagline, meaning and memorability are greatly reduced. Consider these classic automotive examples: “Have you driven a ________ lately?” When better automobiles are built, _______ will build them” “The heartbeat of America, that’s today’s _______” “It’s not your Father’s __________” “Hot dogs, apple pie, and ________” ” The great American road belongs to _______” “See the USA in your ___________” “Built _______ tough” “Wouldn’t you really rather have a ________?” (How’d you do?)
Effective Advertising is the art of taking a product you’ve never heard of before and making you feel as if you’ve wanted it all your life.