Chevy Launches New Rock 'N' Roll Campaign

From “409” to “American Pie” to “Little Red Corvette,” Chevrolet’s place in the lives and loves of millions of Americans is documented in a major new advertising campaign from Chevrolet.

“Music has always been a huge part of American life and Chevrolet heritage,” said Kurt Ritter, Chevrolet general marketing manager. “In the past 50 years, Chevy vehicles have inspired lyrics in more than 200 songs, songs that span virtually every kind of music in every decade.”

The TV campaign breaks the week of October 7 on many national broadcast and cable networks. The 60-second launch spot takes a nostalgic trip through rock history. The spot features archived live concert footage of the Beach Boys, Don McLean, Elton John and Prince performing rock hits inspired by Chevy cars or trucks. It ends with a sneak preview of the upcoming Chevy SSR. Several additional spots featuring Chevrolet cars and widely recognized rock and rap songs will be introduced in the next six weeks.

“These ads remind us of the role Chevrolets have always played in our lives,” said Jim Jandasek, Chevrolet director of car advertising and sales promotion. “The campaign brings a new dimension to Chevrolet’s promise that ‘We’ll Be There.’”

Created by Campbell-Ewald, Chevrolet’s longtime advertising and marketing partner, the new campaign captures Chevy’s place in everyday life by focusing on the impact that music has on ordinary people in everyday settings. The television spots join an ongoing print campaign that features rock lyrics and current and classic Chevrolet vehicles.

"No other brand has inspired popular culture as Chevy has," said Campbell-Ewald Vice Chairman and Chief Creative Officer Bill Ludwig. "We have found over 200 songs written about America's love affair with Chevy. How many brands can say that? The Corvette and rock 'n' roll were both born in America 50 years ago. Coincidence? I think not."

Chevrolet is also partnering with Rolling Stone magazine to produce a 2003 calendar that pairs some of today’s hottest musical artists with Chevy cars and trucks, both new and vintage. The calendars will be included in 1.2 million copies of the November 26 annual “photography” issue. Artists and Chevys featured in the calendar include Vanessa Carlton and Monte Carlo, Lil' Kim and Avalanche, Fat Joe and the Bel Air concept and Ziggy Marley and a vintage Chevy pickup. The calendar art comes from the lens of legendary Rolling Stone cover photographer Martin Schoeller.

Like rock 'n' roll, which continues to grow and change, Chevrolet continues to be a vital part of everyday life in America. Calendar year to date, Chevrolet has gained more market share than any other brand, import or domestic.

For more information on Chevrolet and its entire product lineup, visit www.chevy.com. For more information on Campbell-Ewald, visit www.campbell-ewald.com.