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General Motors’ Chev-rolet division will use its “We’ll be there” tagline for all car models this year to strengthen perceptions of the brand’s reliability.
Chevrolet introduced the tagline, which replaced “Genuine Chevrolet,” in September 1999, but used it mainly for division-wide car ads. Each vehicle line retained its own tagline.
Stretching the tagline for a campaign across all nameplates is intended to reinforce the dependability of all Chevy cars, similar to the Chevy Truck “Like a rock” tagline, said Jim Jandasek, Chevrolet director of advertis-ing/promotion, passenger cars.
A 60-second spot entitled “Anthem” broke Saturday during the NFL broadcast.
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