Decision on 'Runs deep' runs late
 | Chevrolet’s Chris Perry: “We might transition.” |
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LAS VEGAS -- Chevrolet is still pondering the future of its "Chevy runs deep" advertising tag line and appears to have extended an internal deadline for a decision.
"It is in play," said Chris Perry, vice president of Chevrolet marketing. "We might transition."
In March, former GM marketing boss Joel Ewanick said a verdict on whether to keep the theme line, then 18 months old, was the first order of business for Commonwealth, a newly formed ad agency that had just won Chevy's global account.
A decision had been expected this summer, Automotive News reported in April.
With the upcoming "13 in '13" promotion that involves a swath of new vehicles in the next 15 months, as well as the expansion of the Chevrolet brand in other markets, Chevy is mulling whether the current tag line "plays a role here and globally," Perry said.
He said teams have been created at Chevrolet and its advertising agencies to evaluate new tag lines.
"I have nothing to announce," Perry said at the Specialty Equipment Market Association show here.
He added: "We want it to be a rallying cry for dealers, owners and [our employees] that is translatable around the world. I'm not saying we'd use the same American phrase around the world, just something where the meaning translates."
In March, Chevrolet handed global marketing responsibilities to Commonwealth. The joint venture combined San Francisco's Goodby, Silverstein & Partners, an Omnicom Group company, with McCann Erickson Worldwide.
GM fired Ewanick in July after disagreements over the vetting of a sponsorship deal with English soccer club Manchester United.
You can reach Mark Rechtin at mrechtin@crain.com. -- Follow Mark on 
