• by Karl Greenberg , July 2, 2013

General Motors' Chevrolet unit is launching a marketing campaign for the new Silverado pickup truck. The campaign, "Strong". The effort features a song by Grammy-nominated country artist Will Hope. The effort launches July 4. 

The effort, which features ads and videos showing real people with their trucks starts in Texas and moves nationwide this year. Interactive Silverado displays and ride-and-drives began in June across Texas. Nationally, Silverado marketing plans include customer activities at NASCAR races, music venues and sporting events, as well as a partnership with the National Volunteer Fire Council. The effort resides under Chevrolet's "Find New Roads" global mantra.