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2014 Chevy Silverado “Strong” Commercial: Finding Familiar Roads [The Ad Section]

October 2, 2013 at 5:05 pm by Don Klein | Photography by Marc Urbano, Kevin Brown/Texas State Fair, and the Manufacturer

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After a brief detour that included a disturbing “Chevy Runs Deep” commercial about the end of the world (“John didn’t make it. He drove a Ford.”), and a sappy one about a kid playing with a toy version of Daddy’s real pickup, Silverado advertising has returned to its roots.

“Strong” is essentially a playback of Chevy truck advertising from the mid-seventies through the early 2000s: light on product features and heavy on blue-collar patriotism, featuring heartland vignettes choreographed to poignant country songs. The singers have changed throughout the years, but whether it’s Bob Seger’s “Like a Rock,” John Mellencamp’s “Our Country,” or Will Hoge’s “Strong,” the lyrics all have the same underlying message and the visuals remain virtually interchangeable, dated vehicles and haircuts notwithstanding. True, the cab in the 2014 Silverado boasts a nav system and smartphone connectivity, but there’s nothing soft or gentrified about the image this spot projects: Men who drive Silverados are loyal, dependable, git-r-done kind of guys. Whether they’re dodging giant logs down at the sawmill or giving their woman a broad shoulder to cry on, Silverado owners aren’t just tough; they’re strong.

This spot opens on that familiar, iconic shot we’ve seen in commercials many times before: massive wooden barn doors being slid open to reveal whatever it is that’s being advertised, in this case a 2014 Silverado in LTZ trim. As the driver heads out to start his day, the scale of his vast, lush fields dwarfs the truck. This is serious farm country, and this is a serious truck. We then cut to a guy doing some carpentry, followed by a montage of nicely composed shots that show both truck and owner in situations that complement the gritty, heroic lyrics: He’s a 20 year straight get to work on time, he’s loved one woman for all his life. Everybody knows he ain’t just tough, he’s strong. He’ll pick you up, won’t let you down, rock-solid inside and out; he’s strong. Somebody you can trust. Steady as the sun. Ain’t nothin’ gonna knock him off the road he’s rollin’ on. He’s strong. Damn right he is.

http://blog.caranddriver.com/wp-cont...0/4th-Gear.jpg;What Chevy is saying is, if you’re this man, if this is the way you see yourself and want others to see you, then the Silverado is your truck. Things like payload, horsepower, and mileage are important, but they’re all secondary to image. Because this isn’t just a truck, just like Marlboro isn’t just a cigarette; it’s a badge, a creed, a way of life. And while overt pandering isn’t everyone’s cup of chai, Chevy thinks it’s dead-on for guys who buy full-size pickups. The melody may be new but it’s still the same old song, and Chevy knows from experience that sometimes, the best road to find is the one that leads to where you’ve been.
Award-winning ad man-cum-auto journalist Don Klein knows a good (or bad) car commercial when he sees one; the Ad Section is his space to tell you what he thinks of the latest spots. The ad’s rating is depicted via the shift pattern at the bottom, but everyone has an opinion when it comes to advertising, so hit Backfires below and tell us what you think, too.
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