On July 4 GM rolled out a new advertising campaign to support the launch of the redesigned Chevy Silverado.
The first spot is an emotional commercial that focuses on traditional values. The ad touches on strength, power and reliability. As Tim Mahoney, Chevy’s CMO, explained in a recent interview, “What we’re trying to do is emotionalize a category that has gotten pretty rational.”
You can watch the new ad here:
This is terrific advertising that will build the Silverado brand and deliver strong results.
The problem in the auto industry today is that there are simply too many brands. The world is full of companies making solid trucks and cars. It is very difficult to stand out on features. If someone comes up with a nifty attribute, it isn’t long until competitors copy it.
Brands really matter. When all the options are good, people will gravitate to a brand they connect with.
The marketers at Chrysler have figured this out. On the Super Bowl this year, for example, Chrysler ran emotional spots for Jeep and Ram that worked exceptionally well.
So GM is making a smart move to build the brand on an emotional level. Having a new model is good. But it will only sell if people connect with the brand.
In many respects, GM’s new work harkens back to the campaign it used almost a decade ago to launch the last redesigned Silverado.
GM is on the right track with this new campaign.