Chevrolet Plans New Ad Message

General Motors’ Chevrolet division needs to infuse its passenger cars with a brand message that resonates with consumers the way the “Like a rock” tagline does with truck buyers, according to John Middlebrook, the division’s general manager.
While the “Genuine Chevrolet” tagline will continue, the Chevy brand campaign set to break in the fall will look different than the work created to date, Middlebrook said last week.
“The phrase that we use to describe the work in progress internally is ‘We’ll be there,’ and I am pretty sure you will see that phrase somewhere in the creative,” said Middlebrook.
Campbell-Ewald Advertising in Warren, Mich.,