"Like a Rock" is Gone!

[nsap]

A Chevrolet advertising campaign is dropping its long-standing tag line - like a rock.

Chevrolet no longer will market the full-sized Silverado pickup with the slogan "Like a Rock." The automaker first used the tag line, which is taken from a song by Detroit rocker Bob Seger, 14 years ago.

Instead, advertising for the Silverado, like that for other Chevrolet trucks, will come under the umbrella of the division's "An American Revolution" campaign, says Kim Kosak, Chevrolet's director of advertising and sales promotion.

"We will not be using ("Like a Rock") again going forward in this body of work," Kosak says. "We still have the right to use it … but the Silverado will be under 'American Revolution.' "

Automakers such as Chevrolet are using a so-called umbrella marketing of brands in response to the proliferation of nameplates and marketing messages in the industry.

Chevrolet launched "An American Revolution" late last year to prepare for 10 vehicle launches in 20 months. The division has broadcast 21 new national TV commercials as part of the effort.

Kosak says 98 percent of Chevrolet's local marketing groups have adapted the "American Revolution" theme for their advertising efforts.

"The support gives us a one-voice message," she says.

Chevrolet says visits to its Web site have increased by 40 percent since the "American Revolution" campaign began. The site attracted 500,000 visits the day after the Dec. 31 launch of its "Car Carrier" TV spot, which featured several Chevrolet vehicles.

Among individual nameplates, Chevrolet says Web site traffic has increased 500 percent for the SSR, 400 percent for the Corvette, 280 percent for the Aveo and 200 percent for the Equinox. Chevrolet launched the Aveo small car as a 2004 model and the Equinox entry-level sport wagon as a 2005 model.

The research group Millward Brown of Southfield, Mich., calls the "American Revolution" tag line the eighth-most-recognizable auto advertising slogan. It compared the Chevrolet campaign to other long-standing automotive campaigns.

In a new commercial, a car carrier hauling 10 new Chevrolets breaks down in the desert. A Silverado shows up and tows the car carrier away



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[boblutzfan]

While I like the new adds, especially the one where the big car carrier "slides" into the dealership parking lot, my favorite add slogan was the old song from the 80's... The heartbeat of America... is todays Chevrolet.

Bring back fond memories. I don't know why they ever got rid of that slogan. Maybe after the "revolution" they will bring back the "heartbeat."

[Ming]

FINALLY!

You can only hear a good song so many times before you hate it. Led Zeppelin's "Rock and Roll" should be next.

[paul8488]

i still like chev's "tried, tested, and true". the theme song was so heart-felt... brought a tear to my eye! that's how i see chev.

[tgagneguam]

What's with the new-fangled "Like a Rock" campaign going out of service. In my part of the country, we still lay witness to "See the USA in your Chevrolet" ads on a daily basis. What gives?

[Rex Raider]

had no comment.

[Swahili]

An 'American Revolution' sounds a lot better to me, it sounds much more unified. That will create a better image for GM as a whole, and it's divisions accordingly. I agree, those songs, just like the model they advertise, get old and need to be changed or refreshened. Strength in numbers.

[rme8494]

Well I think it's probably time for a change.

Does anyone remember that Ford commerical when the Chevy truck was trying to pull a boat out of a lake or something and the truck started to sink. Then a Ford truck came and pulled them both out. The Chevrolet driver said "Thanks, that sunk fast" and the Ford driver said walking away "Like a rock!"

I thought that was a pretty witty on Ford's part.

Ryan

[IMPALAon20s]

here in texas we stopped hearing "like a rock" awhile ago.. instead thats been replaced with a slogan "chevy, driving texas" which includes cars and trucks. personaly i hate it. didnt care too much for "like a rock" either. why cant they pick something more modern, and they wonder why its hard to crack the youth market.

[rme8494]

Ya know what IMPALAon20s, just about every manufacture thinks they "Drive Texas", have you noticed? Every make has a "Texas" edition Truck, even Toyota!

Crazy!

I wonder who the real sales leader is in Texas?

Ryan

[boblutzfan]

Originally posted by rme8494@Aug 9 2004, 10:24 AM
Ya know what IMPALAon20s, just about every manufacture thinks they "Drive Texas", have you noticed? Every make has a "Texas" edition Truck, even Toyota!

Crazy!

I wonder who the real sales leader is in Texas?

Ryan

The only thing worse than all of the "Texas Editions" is the Toyota adds that run in San Antonio with the new slogan "Toyota Town". I am already tired of all the hype of having a new Toyota factory built down here... I can't imagine how bad it is going to get next year.

I just hope the new Chevy and GMC trucks are good enough to silence the critics and keep the Tundra from being the #1 truck sold here in San Antonio. There is already lots of talk of "special deals" that will be offered to employees and family members to try and get the new Tundras all over San Antonio.

Please Chevy... do something. Give us a truck that will be sales champ here in San Antonio.

[gmwsag]

Thank you Chevrolet. Thank you Chevrolet.
It is NO good at all having two marketing strategies. Ford and Chevrolet know that. You spend more money and concentrate more on one advertising campaign (Like A Rock and We'll Be There) and you never win. By spreading 'An American Revolution' for ALL vehicles, Chevrolet will have more money in the bank. Kudos. Kudos, Chevrolet.

[ByTheLake]

Originally posted by tgagneguam@Aug 9 2004, 10:58 AM
What's with the new-fangled "Like a Rock" campaign going out of service. In my part of the country, we still lay witness to "See the USA in your Chevrolet" ads on a daily basis. What gives?

What decade are you stuck in? Do you see Dinah Shore on your Chevy Ads, too?

[IMPALAon20s]

Originally posted by boblutzfan+Aug 9 2004, 10:38 AM--></div><table border='0' align='center' width='95%' cellpadding='3' cellspacing='1'><tr><td>QUOTE (boblutzfan @ Aug 9 2004, 10:38 AM)</td></tr><tr><td id='QUOTE'> <!--QuoteBegin-rme8494@Aug 9 2004, 10:24 AM
Ya know what IMPALAon20s, just about every manufacture thinks they "Drive Texas", have you noticed?* Every make has a "Texas" edition Truck, even Toyota!

Crazy!

I wonder who the real sales leader is in Texas?

Ryan

The only thing worse than all of the "Texas Editions" is the Toyota adds that run in San Antonio with the new slogan "Toyota Town". I am already tired of all the hype of having a new Toyota factory built down here... I can't imagine how bad it is going to get next year.

I just hope the new Chevy and GMC trucks are good enough to silence the critics and keep the Tundra from being the #1 truck sold here in San Antonio. There is already lots of talk of "special deals" that will be offered to employees and family members to try and get the new Tundras all over San Antonio.

Please Chevy... do something. Give us a truck that will be sales champ here in San Antonio. [/b][/quote]
all that texas aimed advertising and slogans actually get on my nerves. mostly because they usually come across as texas being so country with horses and cowboys and all the usually stereotype of texas , which i hate. remember " the heartbeat of america"? well there was also "the heartbeat of texas"..ford when they had "ford tough".. they also had "texas tough"

BTW- the texas based adds usually have a disclaimer about "paid for by your texas ford (or whoever) dealers..

[richb65]

Having an overriding marketing theme is nice, but I fail to see how "American Revolution" is relevant for all of Chevy's vehicles. I mean, how are the Silverado, Malibu and SSR related in any way, let alone revolutionary? I *think* the intent of the American Revolution program was to highlight the fact that Chevy is rolling out a bunch of new vehicle models over the next 24 months. OK, so how does this apply to Impala, which hasn't been significantly updated in 48 months? Maybe Impala doesn't qualify for the Revolution program... but I think consumers will be very confused (hell, I'm confused) about which vehicles are "revolutionary" and which ones aren't!