http://www.jalopnik.com/cars/ad-watch/a...nukes-on-cutting-room-floor-203259.php
i like the second version (i dont have sound, but the images were good)
NEW AD CAMPAIGN FOR PICKUP: Chevy's patriotic appeal
Silverado commercials use John Mellencamp song to invoke images of country, family, home
September 26, 2006
BY KORTNEY STRINGER
FREE PRESS BUSINESS WRITER
The first time you hear John Mellencamp's new song "Our Country," you probably won't be listening to the radio.
Most likely, you'll be looking at TV commercials for the 2007 Chevrolet Silverado pickup. The spots begin airing on Saturday and end with the tagline "Our Country. Our Truck." The ads play the Mellencamp song, which hasn't been released yet.
"This new marketing campaign celebrates the connection our truck buyers have to their families and their country, while acknowledging that they want and need a truck as dependable as they are," said Ed Peper, Chevrolet's general manager.
The campaign for the new Silverado, which is expected in dealerships by late October or early November, is General Motors Corp.'s attempt at addressing increased competitive pressure in the U.S. pickup market from overseas brands such as Toyota Motor Corp. and, to a lesser degree, Nissan Motor Co.
"An ad like that has to be targeted squarely at Nissan and Toyota," said Erich Merkle, director of forecasting at IRN Inc., a Grand Rapids-based research and consulting firm. "Toyota is really gunning for the American pickup truck market. Nissan's not the big threat that Toyota is, but given time, Nissan can probably catch up in the full-size pickup segment."
To be sure, foreign automakers are trying to attract hard-core U.S. pickup buyers, who tend to be very loyal to domestic vehicles such as segment leaders Ford Motor Co.'s F-series, Chrysler's Dodge Ram and Chevy's Silverado, which together represented 70% of sales of large pickups for the first eight months of this year.
Toyota's new Tundra is to debut in February and will include longer and more powerful versions. For its part, Nissan is hoping Toyota's new truck will boost sales of its Titan full-size pickup by getting U.S. pickup buyers to expand their searches beyond Detroit automakers.
True red, white and blue
Meanwhile, the new Silverado campaign, which is an extension of Chevy's "An American Revolution" advertising, is trying to convince U.S. pickup buyers that they should stay with Chevy's pickup.
U.S. truck buyers tend to be loyal to Detroit brands, but pickup sales in the country have slowed, in part because of rising gas prices.
At the heart of Chevy's "Our Country. Our Truck" campaign are TV ads that use the new "Our Country" anthem by Mellencamp, the Indiana-born music legend best known for songs such as "Jack & Diane," "Pink Houses" and "Crumblin' Down." Chevy has an agreement to use Mellencamp's song at least through 2007.
Mellencamp said in a statement the partnership with Chevy "makes perfect sense for a song that is all about standing up for the working people who are the backbone of our nation."
The ads, created by Campbell-Ewald, try to make the connection between the American experience and the Silverado truck.
One ad, titled "Anthem," shows images of civil-rights icons Martin Luther King Jr. and Rosa Parks and shots of the damage left behind after Hurricane Katrina.
"We hope that 'Our Country. Our Truck' will inspire people to think, 'Yeah. These are the bruises and scars that have shaped our nation, and we have rebuilt ourselves spiritually, emotionally and physically,' " said Bill Ludwig, chief creative director at Campbell-Ewald.
In addition to TV spots, the campaign will feature print ads in magazines and newspapers such as USA Today. Additionally, the campaign will feature a 28-minute infomercial narrated by NFL Hall of Famer Howie Long and 24-page print magazines that will be attached to publications such as Motor Trend and Popular Science.
Print ads, similar to the TV spots, attempt to pull heartstrings. One ad, for instance, shows a man holding a sleeping baby and has the words "Our purpose. Our Country."
"Our goal is to capture the hearts of American pickup truck buyers," said Kim Kosak, Chevrolet's general director of advertising and sales promotions.
i like the second version (i dont have sound, but the images were good)
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