my turn


'Chevy Runs Deep'? ... Uh, Okay ...

  • 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.

2 comments about "'Chevy Runs Deep'? ... Uh, Okay ... ".
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  1. Kevin Murrin from FREY Sales & Marketing, LLC, October 28, 2010 at 8:37 a.m.

    At they have the new commercial (YouTube), and then they have a link to “Best Chevrolet Commercial Ever” which is a compilation of old Chevy commercials. When you watch this video you see “Baseball, Hotdogs and Chevrolet,””American Pie,” “Heartbeat of America,” “Lean On Me,” and more imagery commercials. So when you put this in perspective the “Chevrolet Runs Deep” makes as much sense as all of the previous commercials, and does not stray far from their theme. I totally agree with Jim Irwin on the fact they are missing the mark by not breaking from the “nostalgia” pack which led them into bankruptcy.
    They need to be showing prospective car buyers how the new Cruze, Camaro, and Volt compare to Toyota, Honda and Ford. I would expect more from the “new guys” from Hyundai who did such a good job of changing people’s perception of their cars from a “piece of junk” to a great alternative to a Toyota or a Honda.

  2. Cameron Mcnaughton from McNaughton Automotive Perpsectives, October 28, 2010 at 10:58 a.m.

    In my mind Chevy is replacing it's stake in the ground and establishing a starting point for reinvigoration of the brand. I think the real issue is where they go from here. How do they take the brand forward based on it's emotional connection without constantly looking back.

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