Chevrolet Stages an American Revolution

DETROIT Chevrolet will launch a campaign on Dec. 31 introducing the tagline “An American revolution” for all vehicles except its pickup trucks, the client said on Thursday.

The automaker will employ the umbrella positioning as it prepares to launch nine products over the next 20 months. Interpublic Group’s Campbell-Ewald in Warren, Mich., handles the General Motors division’s $800 million ad account.

Chevy pickup advertising, also from C-E, will continue to be tagged “Like a rock.”

The effort will feature several spots shot by Michael Bay, director of such high-action films as Bad Boys, and Pearl Harbor, including the launch spot breaking Dec. 31. Print, outdoor and Internet efforts support the TV.

Teaser boards go up this week in 30 markets, but the campaign officially launches New Year’s Eve with title sponsorship of Dick Clark’s New Year’s Rockin’ Eve and a major sponsorship on The Late Show with David Letterman and The Tonight Show.

The 60-second launch spot shows several of the new vehicles chasing down a car carrier. As the truck barrels down the road, it’s ramp dragging on the pavement, the vehicles climb the racks one by one, much to the astonishment of onlookers. Steppenwolf’s “Magic Carpet Ride” plays in the background. The spot will run for three weeks and then move to cinemas. Other spots will feature different music.