- Special three-minute-and-30-second ad for new truck to premiere
- National advertising begins during All-Star Game with new ad
- All-Star Weekend leads off Silverado marketing push
DETROIT – A special long-form ad for the all-new 2014 Chevrolet Silverado, featuring an original song by Grammy-nominated recording artist Will Hoge, will air near the final round of the Chevrolet Home Run Derby on Monday, July 15 on ESPN. “Strong,” which debuted July 4 in Texas, and a new spot, “Her Horse” will be shown during the Major League Baseball® All-Star Game on Tuesday, July 16 on FOX.
Chevrolet has been the Official Vehicle of Major League Baseball since 2005 and is a first-time sponsor of the Home Run Derby pitting sluggers from the American and National leagues against each other to benefit designated charities with the winning hitter receiving a new Silverado full-size pickup.
“Major League Baseball All-Star week is a perfect platform for the Silverado,” said Tim Mahoney, Global Chevrolet chief marketing officer.
The three-minute-and-30 second long-form ad features the entire song, “Strong,” which was created with pickup truck drivers and their values in mind. The lyrics to Hoge’s song speak to the strength of hardworking, honest and dependable men and women.
“Her Horse,” which debuts during the MLB All-Star Game, is the first in a series of spots about the journeys men and women take with their Silverados. That spot was done for Chevrolet by Leo Burnett. Additional spots will join the rotation in August.
The Silverado campaign fits within Chevrolet’s brand platform, Find New Roads. Future ads will focus on the features of the Silverado, including its class-leading V-8 fuel economy and towing capability.
The Chevrolet Home Run Derby will raise funds for charities including Boys & Girls Clubs of America and MLB’s Reviving Baseball in Inner Cities (RBI) program. Chevrolet and Major League Baseball will donate a significant amount of money to charity through the 2013 event with the final amount determined by the total number of home runs.
For each Gold Ball home run hit by a participant after the ninth out, Chevrolet and Major League Baseball will combine to donate $23,000 to charities including Boys & Girls Clubs of America. The dollar figure coincides with the Silverado’s class-leading V-8 fuel economy of an EPA-estimated 23 mpg. Chevrolet and MLB also will combine to make an additional donation of $3,000 for every non-Gold Ball home run hit throughout the 2013 Chevrolet Home Run Derby. Each hitter has 10 “outs” – anything other than a home run – per Derby round.
Each of the eight participants will be paired with a youngster representing one of eight local RBI leagues throughout the New York City region. The child paired with the derby winner will earn $50,000 towards a baseball field makeover for their RBI league. Chevrolet and MLB will donate $10,000 worth of baseball equipment and uniforms to each of the other seven RBI leagues.
Silverado will lead off the weekend by pacing the All-Star Game 5k & Fun Run presented by Nike on July 13 at Prospect Park in Brooklyn. Proceeds from the event will go directly to organizations helping those affected by Hurricane Sandy.
The Silverado also will be featured in Tuesday’s MLB All-Star Red Carpet Parade presented by Chevrolet as the All-Stars ride down 42nd Street in 70 all-new 2014 Chevrolet Silverado trucks. Jim Leyland and Bruce Bochy, the American League and National League All-Star team managers, respectively, will lead their teams down the carpet in Chevrolet Camaro convertibles.
The 2014 Silverado 1500 is an all-new version of Chevrolet's best-selling vehicle in the U.S. All-new from hood to hitch, Silverado is designed to be the best-engineered and more refined full-size pickup. With its trio of new EcoTec3 engines, it offers the best fuel economy of any V-8 pickup with class-leading payload and towing capabilities. Silverado crew cab models are arriving at dealerships nationwide. Regular and double cab Silverados will go on sale later this summer, followed this fall the Silverado High Country premium model.
Founded in 1911 in Detroit, Chevrolet is now one of the world’s largest car brands, doing business in more than 140 countries and selling more than 4.5 million cars and trucks a year. Chevrolet provides customers with fuel-efficient vehicles that feature spirited performance, expressive design, and high quality. More information on Chevrolet models can be found at www.chevrolet.com.
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