Donald Gould, Creator Of Chevy’s ‘Like A Rock’ Concept, Dies At 54

Donald Gould, a longtime Campbell-Ewald Advertising executive, died suddenly on May 23. He was 54.
Gould, executive vice president and creative director on General Motors’ Chevrolet account, was the “father” of the Chevy truck “Like a rock” campaign, said Mark Benner, senior vice president and director of marketing services at the Warren, Mich.-based agency.
Gould came up with the idea in 1990 and then helped convince a reluctant Bob Seger to give the agency the right to use his song, Benner said. The campaign broke in 1991, and “Like a rock” has been the tag for Chevy trucks ever since.
“He was a very honest and straightforward and unpretentious person,” said Mac Whisner, Chevrolet’s national truck advertising manager who worked with Gould for many years. “There were no hidden agendas. What you saw with Don is what you got.”
A C-E executive for 29 years, Gould also created the “Get to know Geo” campaign in the late 1980s, which Benner said was revolutionary in its soft-sell approach.
“What made Don such a great creative person was his special sensitivity to human behavior and feelings, beliefs and emotions,” said Bill Ludwig, C-E vice chairman and chief creative officer.