- Bloomberg, Thursday, September 1, 2011 10:45 AM
GM is looking to reinvigorate "Chevy Runs Deep" because some of the creative work has not resonated strongly with consumers and some ads don't explain what the slogan means, according to global
marketing chief Joel Ewanick. He said the company will retool both Chevrolet and Cadillac creative.
The "Chevy Runs Deep" campaign is intended to emphasize the brand's U.S. heritage
and make an emotional connection with consumers, Ewanick said. Chevy will air the ads that have worked the best for the fall U.S. television season, he said. "Where we fall down is, we have not done
a good job of bringing that idea to life," Ewanick said. "We haven't really elaborated what we mean by that."
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