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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."
This is memorably illustrated in "Convert," the third ad in Burnett Detroit's first campaign for Chevrolet's Silverado. The protagonist isn't an anti-hero riding into the hills alone, à la '50s Westerns and '80s truck ads.