Heavy-Duty Silverado Gets Push

The recently introduced Chevrolet Silverado heavy-duty pickup is backed by a new campaign from Campbell-Ewald Advertising that emphasizes the truck’s size and power, said Bill Ludwig, the agen-cy’s chief creative officer.

The estimated $25 million fully integrated campaign from the Warren, Mich., agency includes three 30-second TV spots, an 8-page magazine insert, a companion newspaper insert, radio, outdoor and direct marketing initiatives.

The direct mail effort is ongoing through December and targets top prospects in the top 30 markets.

The first TV spot broke last week during the World Series on Fox. A second spot breaks in mid-November and the third breaks later in the fourth quarter. The media schedule includes NFL and college football, cable TV programming and spot buys in target markets.

The spots were directed by Jim Manera, who directed the first “Like a Rock” spots 10 years ago, Ludwig said. Digital Domain, Los Angeles, handled special effects for commercials that, like print ads, make the vehicle appear to be much larger than the back hoes and bulldozers amidst which it is operating.

“What we tried to do with the special effects is show that it’s bigger than life,” Ludwig said.

The first spot, “Construction,” shows workers using their heavy-duty Silverados for towing and other strenuous tasks. The second spot is set on a ranch, showing cowboys and their trucks, while the third spot focuses on pipeline workers, Ludwig said.

The spots are set against Chevy Trucks’ “Like a Rock” anthem. The themeline is “More truck.” Voiceover in-cludes the narrator proclaiming, “It’s the most powerful heavy-duty pickup you can get. Silverado heavy-duty. More truck. from Chevy.”

Research shows that consumers view Chevy as the “real” truck, the Ford F-150 as the “pretty” truck and the Dodge Ram as the “technical” truck, Ludwig said. “Chevy is the authentic truck,” he said. “It’s not trying to be pretentious.”