Revival of the Classic Chevrolet Campaign
The General Motors automotive concern is bringing back to life the legendary advertising campaign “See the U.S.A. in Your Chevrolet.” In the new version, dedicated to the 250th anniversary of the USA, country singer Brooke Lee appears against the backdrop of picturesque American landscapes, performing an updated version of the song from the bed of a Silverado ZR2 pickup truck.
Historical Roots and Modern Embodiment
The original song first aired on Dinah Shore’s show back in 1951 and inspired a whole series of commercials celebrating the beauty of the country. One of the most famous shots was the transportation of an Impala car to Castle Rock in Utah for filming in 1964 and 1973. The new campaign pays tribute to this tradition: for filming on that same rock, a modern Silverado ZR2 pickup was delivered, from whose bumper Brooke Lee sings.
In addition to the pickup, the commercial features a number of other Chevrolet models, including the Corvette, Equinox (including the electric version), Trax, and Traverse. These cars are showcased against the backdrop of such iconic American locations as the Golden Gate Bridge, the Gateway Arch in St. Louis, Mount Shasta, Redwood National Park, the Florida Keys, and Nashville.
Marketing Strategies and Competitive Landscape
Interestingly, the commercial will air on national television channels on Friday, bypassing the Super Bowl with its record-high advertising rates. According to Bloomberg, the cost of a 30-second spot during Super Bowl 60 could exceed $10 million.
Brands are competing for the right to celebrate the 250th anniversary of our country, but only a few can authentically embody, declare themselves, and honor America’s historical milestones in an inspiring, modern way. Chevrolet is one of those few.
This statement from Chevrolet’s Chief Marketing Officer, Steve Majoros, came against the backdrop of the fact that the official automotive sponsor of the America250 anniversary events is its competitor, the Stellantis group. However, judging by the activity, it is Chevrolet that is trying to cement its role as the most “American” brand in consumers’ minds through a series of special editions and nostalgic advertising campaigns.
This approach is not unique to the current advertising season. Other manufacturers have already demonstrated a similar strategy focused on authenticity and avoiding excessive spending on large-scale shows. However, Chevrolet places particular emphasis on its own long history, which is inextricably linked with the history of the country, trying to turn the anniversary into a marketing advantage. The success of this strategy will depend on how receptive modern buyers are to nostalgia and whether the brand can use it to talk about relevant technologies and the future of mobility.