Chevy's S-10 Truck Picks Up New Image from Campbell-Ewald

DETROIT-Despite the sales success of its full-size pickup truck, General Motors’ Chevrolet division hopes to differentiate its smaller sibling, the S-10 pickup, with the launch of a new TV and print campaign.
While the campaign uses the same tagline as all Chevy truck ads, “Like a rock,” the S-10 executions provide a new, rugged image for the truck, while stressing how the vehicle fits into its owners active lifestyles.
“So many [other advertisers] in this category are treating the compact pickup like it’s a younger stepbrother of the full-size truck, [like] cute little trucks,” said Bill Ludwig, chief creative officer at Campbell-Ewald Advertising, in Warren, Mich.,