DETROIT -- Chevrolet, days into its new ad agency partnership, soon will scrap its weeks-old “Excellence for All” print tag line, Chevy spokesman Klaus-Peter Martin said today.
“It's not something you're going to see for much longer,” Martin said of the tag line, which debuted in print publications this spring.
The print-only slogan was part of a new ad campaign whose tag-line-free TV commercials launched Sunday, Martin said. The commercials tout Chevrolet's “Red X” engineers, whom the TV spots say are “obsessed with quality. ... Because everyone deserves excellence.”
Chevrolet created the new commercials with Publicis Worldwide, an arm of France's Publicis Groupe, which last month won all U.S. advertising contracts for the brand.
But last week, Joel Ewanick, General Motors Co.'s new U.S. marketing chief, moved the Chevrolet account to the San Francisco shop Goodby, Silverstein & Partners.
GM gave Ewanick the marketing position three weeks ago and yesterday said former U.S. marketing chief Susan Docherty would move to Shanghai to head sales, marketing and aftersales for all countries outside North America and Europe.
Goodby is Chevrolet's third main ad agency this year. Last month Chevy severed ties with its partner of 91 years, Campbell-Ewald, after soliciting ideas from new agencies in October.
Spokesman Martin said Chevrolet will continue to run its “Most Dependable, Longest Lasting” commercials for pickups, spots created with Campbell-Ewald.