To promote the 2014 Chevrolet Silverado, General Motors has launched a new ad campaign called “Strong.” The campaign is headlined by a new minute-long commercial of the same name, which will debut on TV on July 4. The ad push starts in Texas because, according to GM, one-sixth of all pickup sales are in that state.
The TV commercial shows the 2014 Chevrolet Silverado being used for work in a variety of settings, alongside a variety of workers whom Chevrolet says are actual Silverado owners, rather than actors. The commercial is accompanied by an original song called “Strong” by country musician and Grammy award nominee Will Hoge. Just in case the 60-second clip isn’t enough to make you swell with patriotism, Chevrolet also launched an extended cut with a longer version of the song, which lasts three and a half minutes.
“The lyrics to ‘Strong’ were inspired by the Silverado and the people who drive them. We think this original song and our all-new Silverado harmonize perfectly,” Chevrolet chief marketing officer Tim Mahoney said in a statement.
The 2014 Chevrolet Silverado, as well as its mechanical twin, the GMC Sierra, offers buyers a choice between a 4.3-liter V-6 engine with 285 hp and 305 lb-ft of torque, a 355-hp 5.3-liter V-8, and a 6.2-liter V-8. Models with the V-6 engine and rear-wheel drive will return as much as 18/24 mpg (city/highway). The 2014 Chevrolet Silverado starts at just $24,585, including a $995 destination charge. Chevrolet also launched the luxurious 2014 Silverado High Country trim, which features upgrades like heated and cooled leather seats, unique 20-inch wheels, a chrome grille, large High Country badges, and imitation-wood trim.
60-second “Strong” commercial