• by October 28, 2010

Chevrolet's latest marketing campaign, themed around the tagline "Chevy Runs Deep," rolled out during Game 1 of the World Series between the Texas Rangers and San Francisco Giants. This prompts deep thoughts, not least of which is "Huh?"

Consider "Deep." My guess is that it's an allusion to Chevrolet's substantial contribution to our car culture ('57 Bel Air, '63 Corvette Stingray, '69 Camaro, et al.) during its 99-year history? If so, then General Motors owes me money for taking a stab at deciphering this cryptic phrase. If not, then you'll have to do your own pondering.

It sounds like a New Age take on the spectacularly corny yet memorable "Baseball, Hot Dogs, Apple Pie and Chevrolet" campaign of the mid-1970s. Memorable despite being used to peddle junk like my sister's Vega which, after its floor pan rusted out, was retrofitted with a cookie sheet by our dad.

It also seems to echo the arcane "Like a Rock," rendered accessible by the vocal stylings of American troubadour Bob Seger.

Chevrolet contends that it, like baseball, carries an emotional connection with Americans. That connection may be severely tested by a clash of teams whose most iconic personalities of recent years are ex-Rangers owner George W. Bush and dubious home run king Barry Bonds.

Many taglines are intended to elicit a "feeling" about a product, and that may be the intent of "Chevy Runs Deep." The campaign does tout new hardware like the new Cruze compact and Volt electric midsize. But beyond that it's questionable why a post-bankruptcy GM would continue playing the sentiment/nostalgia card with a public that has had to pony up billions to keep it afloat.

My plan for Game 1: curl up in front of the TV, try to get excited about two teams with one World Series victory between them since 1954 and try to figure out what "Chevy Runs Deep" is supposed to mean. Then reward myself with a hot dog and some apple pie.