Bigger Engine Powers CEA’s New Tracker Work

An updated six-cylinder engine, standard in the new Tracker sport utility vehicle from Chevrolet, is the focus of a new campaign from Campbell-Ewald Advertising.

The 30-second TV spot features a new tagline, “It thinks big,” which replaces last year’s “The all-new Chevy Tracker. It gets around.” The spot shows a Tracker owner who insists on helping the skeptical driver of a broken down semi-truck. The ad features an on-screen disclaimer: “Can a Tracker really tow a semi-truck? Nah. Consult your Tracker’s owner’s manual.” The spot is intended as an over-the-top demonstration of the Tracker’s beefier engine, said Tom Suman, assistant brand manager of marketing.

The new campaign plays up the Tracker’s heritage as the sibling to full-sized trucks including the Chevrolet Suburban, Suman said.

“What we found out through consumer testing is that Tracker offers authentic durability, that the other brands, some of the Koreans and Japanese [don’t offer],” Suman explained. “They’re not a ‘real truck’ in the consumers’ minds.”

The Warren, Mich., agency’s TV spot broke last week during the Country Music Association Awards broadcast on CBS, which Chevrolet sponsored for the eighth consecutive year. Print ads and Internet banners also broke last week and outdoors is planned for later this year.

TV media buys include network shows such as Who Wants to be a Millionaire, Ally McBeal and Frasier. Cable buys include ESPN’s NFL Countdown. Print buys include entertainment titles such as Us, People, and Entertainment Weekly, as well as Sports Illustrated, and automotive buff books like Car& Driver.

Chevrolet spent $26 million on Tracker in 1999, according to Competitive Media Reporting. The automaker spent $4.3 million in the first six months of 2000, according to CMR.