Chevrolet cars' year-old 'We'll be there' tag line finally is getting a full campaign. The advertising will give the car line prominence, putting the cars together under one umbrella. Chevrolet executives hope the campaign will elevate the tag line to the same level as 'Like a rock' for Chevrolet trucks. A 60-second TV commercial for the car line will break Jan. 6 on national network TV. Five TV spots will follow, including one each for the Impala, the Malibu and the Venture minivan. The minivan is included because consumers view it as more car than truck, said Kurt Ritter, Chevrolet general marketing manager. An odometer will appear in all car marketing, featuring '24/7/365' and words that tout dependability. Other media will support the mostly broadcast campaign, created by Chevrolet's advertising agency, Campbell-Ewald Advertising in Warren, Mich.
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