GM's share of the full-sized pickup market dwindled to 35.6 percent through May, from 40.5 percent for all of 2008. Ford's market share shot up to 39.4 percent during that time, from 32.9 percent. Ram's market share was 18.5 percent, up from 15.7 percent.
Perry wouldn't disclose a dollar amount but said it will be GM's biggest marketing launch in "the last five or six years at least" and will exceed spending on the last Silverado launch.
GM earmarked nearly $300 million for the launch of the 2007 Silverado, the last redesign, which began in the fall of 2006, Automotive News reported at the time, citing sources familiar with the plans.
This week's advertising is the next phase of a Texas-centric marketing launch. GM began a grassroots promotional campaign in the Lone Star State last month that will include more than 60 stops featuring interactive displays and some test drives.
"One in six pickup trucks are sold in Texas. It's an extremely important market for us," Perry said. The July 4 launch is a tie-in to "American values and American independence."
The 60-second spot that airs Thursday was made by Commonwealth, Chevy's ad agency of record. Most of the rest of the campaign will be work from Leo Burnett, which was awarded the Silverado account last year.
The commercial was directed by Robert Richardson, who was director of photography on dozens of movies, including "The Aviator" and "JFK."
Some commercials that will run later in the year won't include the song but will focus on "product strengths," Perry said, including the Silverado's segment-leading towing capacity and fuel economy for a V-8 engine.