Contrary to earlier reports, it appears “Chevy Runs Deep” is more than a simple marketing mantra. In fact, after looking at the five TV commercials set to air tonight during Game One of Major League Baseball’s World Series, it appears to be a consistent slogan.
Unveiled this morning at a press conference in Detroit, the first five ads are, as previously reported, very laden with nostalgia. General Motors’ marketing team steadfastly believes that passion for the Chevrolet brand lies deep within the hearts of most Americans — it’s simply a matter of tapping into that vein.
“This is a brand that has touched all Americans,” Joel Ewanick, GM’s vice president of U.S. marketing, said in a prepared release. “We’re proud of our heritage and eager to let people know how we can create a better future through vehicles like the Cruze, Volt, and other fuel-efficient vehicles that will be coming soon, like [the auto formerly known as Aveo] and Spark.”
The 60-second capstone spot, arguably does the best job at blending Chevrolet’s heritage while showcasing the brand’s current products and future directions. Other spots, which show off old photographs of owners with their first Chevrolet (funny; no Vegas are shown…), along with placing dogs in vintage Chevy pickups, are a little heavy on history — something GM and its ad agency previously mentioned it wanted to avoid.
The 60-second launch spot for the new 2011 Volt, however, does away with such historical imagery (pity; we’d love to watch the ElectroVair II in action). Instead, the ad illustrates how GM thinks the Volt is a perfect match for the freedom and wanderlust tied to our society.
You can watch the ads for yourself by clicking the links below, but expect to see these commercials in heavy rotation during broadcast of the MLB World Series this week on Fox.