From Virgil to John Cusack, Building the Modern Chevy Silverado Commercial

Leo Burnett's father-and-son tale

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IDEA: This isn't your father's pickup truck. But then, you're not your father. "These guys are much more involved in their children's lives than their fathers were," Leo Burnett strategist Matt MacDonell said of today's truck owners. "The male role has expanded, and the pickup is deeply involved in that."

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