DETROIT — Chevrolet will kick off a new advertising campaign for the redesigned 2019 Silverado on Monday night during the College Football Playoff National Championship.
A 60-second ad called “A Little Bit Country, A Little Bit Rock n’ Roll” features people utilizing the pickup while saying lyrics of the famed song from Donny and Marie Osmond.
The ad is part of a new advertising campaign that aims to disrupt traditional print advertising, while evolving the brand’s roughly 4-year-old “Real People. Not Actors” advertising campaign. It also includes a new deal for the pickup to be featured on Amazon packaging and several covers of lifestyle magazines such as Rolling Stone, ESPN and GQ, among others.
Paul Edwards, vice president of Chevrolet marketing, declined to comment on whether the brand plans to advertise during the Super Bowl in February.
“We won’t give a definitive answer for Super Bowl, but we have more surprises coming,” he said Monday morning at a media event in metro Detroit. (In 2015, the brand caused a fleeting moment of panic across America with a Super Bowl “Blackout” ad that turned everyone’s television screens black as the game was about to begin.)
The campaign is crucial for Chevy and General Motors. Silverado’s U.S. sales were flat last year at more than 585,000 units, while sibling Sierra sales increased 0.7 percent to roughly 219,600 units. They compared to the segment-leading F-Series that increased 1.4 percent last year to nearly 910,000 units. Ram was up 7.2 percent to nearly 537,000 units in 2018.
The new launch spot features everyone from cowgirls and cowboys on farms to kids with dirt bikes and city dwellers. The ad ends with actor John Cusack, brand spokesman, saying, “The all-new Chevy Silverado. It’s a little bit country and it’s a little bit Rock n’ Roll.”
Chevrolet has touted the diverse range of styling and eight trim offerings as “a truck for every customer,” which officials say is represented in the commercials.