Ad agency CEO Ludwig defends against mixed consumer reviews: “The biggest risk you can take is to play it safe.”

In a recent article called Striking a Nerve, Autoweek lets us peek into the creation of the latest Silverado pick-up truck commercial. The television ad, which aligns historical images of major events that have affected Americans over the last half-century or so, has started to bring strong reactions from consumers and critics alike. Some view the controversial commercial as exploitive of emotional images to make money, proponents state that it is "tasteful and inspirational and plays well among truck buyers".

The article delves a bit deeper into the intent of Cheverlot and the ad agency who developed the commercial, Campbell-Ewald, when creating the ad, which in the end, may be the primary concern of consumers.

Ludwig says he anticipated that the Silverado spot would generate complaints. The commercial is about America "and the knocks we have taken and pulling ourselves up by the bootstraps," he says. "Anytime you are provocative, you are going to elicit some provocative responses"…

On Saturday, Oct. 21, two new 30-second spots for the Silverado will debut during the World Series. A separate spot targeting Hispanic Americans also will premiere that day. That spot will use historic images such as Hispanic workers helping to build Hoover Dam.

It’s too early to assess the commercial’s impact. But John Wommack, general manager of Brown Chevrolet in Devine, Texas, says he thinks it will appeal to his store’s truck customers. "They are very patriotic and proud of their country," he says. "The message will give them a good feeling."

GM won’t get a scientific study of consumer response to the first commercial for several weeks. So far, Kosak says, anecdotal reaction has been "strikingly positive."

Whether the upcoming scientific survey of consumer reaction results in an overall positive review or not is almost besides the point when an ad goes beyond simple relaying of information about a product. The commercial has even passed news into discussions about its artistic value and is being discussed both as a public relations issue within the industry, and on an emotional level between both the target audience, truck buyers, and the parallel market of those who purchase other types of vehicles. That kind of coverage in the press is considered money well spent. Emotional messages from companies also tend to create strong kinships with consumers, who feel like the corporation, and thus their product, represents them.

Want to see what all the fuss is about? You won’t have to wait until October 21. Preview the upcoming commercial at Autoweek in Windows Media Format.

See Also

• Get a Price Quote for a Silverado Extended Warranty
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