DETROIT -- New Chevrolet advertising coming in February will use no tag line, keeping attention instead on Chevy products and customers' lifestyles.
General Manager Jim Campbell said last week that he has no plans to replace the "American Revolution" tag line with a new slogan.
Chevrolet has begun production of six TV commercials, Campbell said: three by Campbell-Ewald for the Silverado pickup and one each for the Equinox, Traverse and Malibu by Publicis, targeted toward family lifestyles.
Instead of a replacement for "American Revolution," which Chevrolet already had said would be scrapped, Chevrolet will use the brand name as a tag at the end of the commercials.
"There's not really an all-new theme. It's really communications focused at those target customers," Campbell told Automotive News at the Detroit auto show.
The commercials will debut Feb. 12, along with a Chevrolet spot geared toward the Winter Olympics. The six product-specific commercials will run through the second quarter.
Similarly, Cadillac's commercials from its new ad agency, Bartle Bogle Hegarty, will have a product focus, General Manager Bryan Nesbitt said in an interview at the Detroit auto show.
"We need more than just great TV," he said. "We have to turn down the lifestyle and, I think, more definitely articulate the [vehicle] attributes."
Nesbitt, a designer who became head of Cadillac in August, said he also has asked Bartle Bogle Hegarty to raise standards on the brand's Web site to match the quality of the vehicles.
He said he is using his feel for design in every aspect of his new job.
"Our senses are very quick to judge. When we see something, you know, it's always, 'This is good, this is bad, this is junk,' " he said.
"From exhibit design all the way to your direct mail, I approve every single piece of it, and I'm very sensitive to everything that suggests it's going to represent our brand."
