Chevrolet used to be linked to baseball, hot dogs and apple pie, and then they were the ‘heartbeat of America’. Over the years, their trucks were ‘like a rock’, and I can’t possibly hear the Bob Seger song anymore without my brain conjuring up images of Chevy pickups. Even the short lived ‘excellence for all’ slogan didn’t suck, since it communicated that Chevy’s were quality vehicles that even us blue-collar types could afford.
Chevy’s binned two ad agencies already this year, including long term partner Campbell-Ewald and Publicis, who Chevy kicked to the curb after only a month or two. Goodby, Silverstein and Partners is now their agency of record, and the firm spent the entire summer ruminating on a new slogan. The best they could do, apparently, is ‘Chevy Runs Deep’, which leaves me scratching my head. It doesn’t fill me with a sense of pride, it doesn’t tell me that Chevy builds solid products for the masses and it sure as hell doesn’t make me want to go buy a Chevy car or truck. If this is the height of creative genius from your ad agency after months of research, it’s time to find agency number four. In all regards, I have to give this slogan an epic fail, and I just hope you didn’t pay a lot of money for it. Sadly, I suspect you did.