New ads call the 2006 Silverado the "one true truck." They emphasize the truck's claim to be "longest lasting -- most dependable."
The Silverado is the second-best-selling vehicle in the United States, trailing only the Ford F series. In the first 10 months of 2005, Chevrolet sold 599,578 Silverados. That was a 4.3 percent increase over the year-ago period.
But October Silverado sales were 39.1 percent below the same month last year. Chevrolet plans to introduce redesigned versions of the Silverado and other large trucks next year.
John Roth, Chevrolet's truck advertising manager, says the Silverado campaign seeks to promote the bond between men and their trucks, at work and play. A TV spot includes the observation: "Men love trucks. Why? Because trucks don't ask why."
The campaign's print advertising includes a 10-page brochure called "Men, Women and the Truck: A Relationship Handbook." The booklet begins: "It's a simple truth. Man's fascination with the truck is hardwired into his DNA."
The insert is appearing in male-oriented magazines such as Men's Health, Field & Stream and Popular Mechanics.
Roth told Automotive News that research suggests the campaign's tongue-in-cheek "is getting across as intended and folks are not being offended."
"Because of the way this truck is used, it's not men in the literal sense -- it's more the masculine," Roth says. "We wanted to poke fun a little bit at the men."
Roth would not disclose the cost of the Silverado campaign. But he says Chevrolet is spending about 10 percent more on the launch than it ordinarily would to advertise the Silverado.
About two-thirds of the campaign budget is earmarked for TV, Roth says. Print ads will get 12 to 16 percent, digital media 5 to 10 percent, and radio about 5 percent, he adds.
Chevrolet spent $437.1 million to advertise in U.S. media in the first six months of 2005, according to TNS Media Intelligence.