William Maley

Staff Writer - CheersandGears.com

December 28, 2012

Back in 2010, Chevrolet introduced a new ad campaign with the tagline of 'Chevy Runs Deep'. The campaign was designed to emphasize the emotional connect between a person and a vehicle. However the campaign was met with mixed reactions.

"I'm not sure that was appropriate for the mainstream market that they're in. They need to create a message that conveys some type of differential advantage, some benefit to the mainstream buyer that the Asians cannot offer," said Polk Automotive analyst Thomas Libby.

General Motors and its advertising agency, Commonwealth are weighing whether to keep the campaign or go with something else.

"We have not made a decision yet. What does a global campaign look like and how do we execute it? Is it one line around the globe or is it different taglines? That's what we're looking at right now," said Chris Perry, Chevrolet's vice president of marketing.

The fate of the campaign will be decided in the first quarter of 2013.

Source: Detroit Free Press

William Maley is a staff writer for Cheers & Gears. He can be reached at [email protected] or you can follow him on twitter at @realmudmonster.

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i thought it was a nice campaign, but maybe it's shelf life is not long. it's probably too touchy feely for chevy.

i see more and more ad campaigns that are successful are less about the actual product, and more about creating an icon or entertainment. for example, flo and progressive.. and now toyota has the jill chick or whatever who sits at the greeting desk.. so harmless, so friendly, so likable.

Chevy's under the blue arch is sort of that type of campaign. But they need to have ads that show the cars.

I have liked the one they have been using in Canada for the last few years "Driving our World Forward"

Wasn't a big fan of the tagline. I like "American Revolution" and "Heartbeat of America" better.

It was never a good tag line, but Chevy needs to get something they can use for more than 2-3 years.

With Ewanick gone, I'm sure the tagline will be gone. It needs to be replaced with something that's more forward-looking than reaching back into the past.

I've always been partial to "the heartbeat of America" I remember it from my youth, and "like a rock"

Growing America

Moving America Forward

America's Forward Mover

North American Made

They need something that brings in American Made, supporting and creating jobs in america. North America Made products are good for everyone and for you.

I wonder what they use in other countries....

I wonder what they use in other countries....

Interesting in searching I found that Life, Love and Living is a common theme on the international side.

Wiki had the history but also added a recent list of marketing themes used around the world.

http://en.wikipedia.org/wiki/Chevrolet

Found this one that actually covers marketing from the begining to the recent. Just click on the 10yr period in the year bar to see the messages.

http://adage.com/article/special-report-chevy-100/100-years-chevrolet-advertising-a-timeline/230636/

Course this was published in Oct 19th 2011 on Marketing blunders and tips for businesses and of course GM has both in plenty.

http://internetmarketingtactics.org/international-marketing-case-study-blunders-tips-prevent/

Over all, I think a good program could be done on an international theme that would reduce marketing costs but raise global awareness of the products.

I do have to admit I love the Glee Club advertising.

Lets also hope they never do a Great things come out of Japan ad again from 1986. That was like the biggest black eye you could do to American workers.

Interesting to see that comfort, quality and golden ride or as stated in the 1961 marketing message as a magic ride is a common theme from 1900 to current.

This seems to reinforce that they could easily come up with a Golden Quality Ride for the world message.