Heavy-Duty Silverado Gets Push

The recently introduced Chevrolet Silverado heavy-duty pickup is backed by a new campaign from Campbell-Ewald Advertising that emphasizes the truck’s size and power, said Bill Ludwig, the agen-cy’s chief creative officer.

The estimated $25 million fully integrated campaign from the Warren, Mich., agency includes three 30-second TV spots, an 8-page magazine insert, a companion newspaper insert, radio, outdoor and direct marketing initiatives.

The direct mail effort is ongoing through December and targets top prospects in the top 30 markets.

The first TV spot broke last week during the World Series on Fox.