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Chevy's Suburban Tips Hat in "Texas Tradition'

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DETROIT-Chevrolet's redesigned Suburban sport utility vehicle is getting an ad campaign specifically tailored for Texas, the model's most popular market.
In a typical year, Texas accounts for about one-quarter of national Suburban sales, said brand manager Steve Ramsey. With the relaunch, Chevy decided to develop special advertising for the market.
A 30-second TV spot, "Texas Tradition," breaks today on regional broadcasts of Christmas programs and continues through the month. Print ads designed to appear only in Texas will be in Texas Monthly, the in-state edition of Southern Living and regional issues of USA Today and newsweeklies.
The campaign is from Campbell-Ewald Advertising, Warren, Mich., national shop for the General Motors unit.
A national campaign from CEA, with its own TV spot and print ads, will break after Jan. 1.
The Texas spot is positioned as "a tribute to Texans, because they made Suburbans a legend," Ramsey said. It shows the vehicle at some of the state's most historic moments-witnessing the 1940s-era Wichita Falls High School state championship football team; the oil boom in East Texas; and a Buddy Holly concert at the Cactus Theater, a historical landmark in Laredo.
The creative team went to great lengths to give each ad an authentic feel, shooting the separate vignettes with vintage cameras and film, said Joe Puhy, CEA executive vice president and creative director on Chevy trucks.
The creative staff wanted to avoid stereotypical Western images such as cowboys on horseback, and instead focus on events and activities that are truly important to Texans, Puhy said. The spot's final scene is at the locally famous chili cook-off in Terlinqua, where people circle the 2000 Suburban and collectively tip their hats to it.