• January 11, 2007

Chevrolet, whose Silverado pickup truck won the coveted Truck of the Year award at this week's North American International Auto Show in Detroit, will launch a new multimedia effort for the truck this week.

The effort, part of the company's "Our Country. Our Truck," campaign for the redesigned 2007 Silverado, will be a 28-minute 'product immersion' video for national cable networks and later for media like TiVo and online at chevy.com/thetruck, which now runs a series of shorter videos featuring Howie Long, NFL Hall of Famer and Gary White, GM vehicle executive, who also appear in the long form video.

Long has appeared in Silverado advertising in the past. "A long form approach allows us the flexibility to really tell the story about this truck by putting [it] its paces," said GM spokesperson Robert Minton.

-- Karl Greenberg