If trucks from General Motors are anything, they’re decidedly American – from their rugged outward appearance to their grandiose approach to utility and raw aggressive masculinity, there’s no mistaking these vehicles from coming anywhere other than the U.S. of A. It’s almost with a touch of irony then that, given the current unstable political landscape that has nearly divided a nation’s viewpoints with regard to what it means to be an American, the Chevrolet division chose to introduce its 2019 Silverado to the tune of a quite patriotic-esque ad campaign.
Make no mistake about it, though: Chevy’s “A Little Bit Country, A Little Bit Rock ‘n’ Roll” selling point for the uber-popular Silverado is as American as it comes. Officially launched on January 7 of this new year, the 60-second spot debuted during coverage of the College Football Playoff National Championship, marking a bold move away from the poorly-received “Real People, Not Actors” campaign that the Chevy brand has become synonymous with.
With the goal to paint the Silverado in a “romantic, unmistakably American” light, GM based the ad around the lyrics to the classic Donny and Marie Osmond song of the same name, depicting people from all walks of life using their Silverados in different ways – from working on the farm and transporting band equipment to drag racing and more. In general, feedback regarding the ad has been positive, with many viewers and even marketing professionals referring to the way it properly captures America’s underlying love for the pickup truck.
If anything, it’s a welcome departure from the “Real People, Not Actors” approach to commercials GM had previously envisioned for the bowtie brand.
In a statement, General Motors said about the new ad: “This spot celebrates the fact that the all-new Chevrolet Silverado is designed and engineered for all facets of America.” Indeed, as the “Official Truck of Real People,” Chevy’s Silverado has been showcased as a vehicle for both work and play, a sentiment not being lost on the target segment that routinely lusts after these large trucks.
Getting to Know the 2019 Silverado
What’s all the hoopla about, anyway? Beyond a segment-exclusive power up/down tailgate feature, the 2019 Chevrolet Silverado is being marketed as the strongest, most advanced version ever, combining a century of truck-building knowhow with seven million miles of testing. While the new variant of this American favorite is larger, it has taken off considerable weight compared to the previous generation while offering more choices so buyers get the specific capability they need.
The 2019 Silverado is available in eight trim levels:
• Work Truck
• Custom Trail Boss
• LT Trail Boss
• High Country
The basic Work Truck trim boasts a Chevrolet graphic grille and tailgate, blacked-out grille/bumpers/trim, Ecotec3 4.3-liter V6 engine with Active Fuel Management and Durabed featuring 12 standard tie-downs. The Custom trim adds a seven-inch diagonal color touchscreen, signature LED tail lamps, 20-inch silver-painted aluminum wheels and Apple CarPlay/Android Auto compatibility. The Custom Trail Boss adds a two-inch factory suspension lift, Z71 Off-Road Package, Autotrac two-speed transfer case and 18-inch black wheels with Goodyear Wrangler Duratrac Off-Road tires.
Moving up to the LT model nets a chrome center bar/bumpers/mirror caps, eight-inch diagonal color touchscreen display, 17-inch bright silver-painted aluminum wheels and LED headlamps with LED signature daytime running lights. The RST adds keyless open and start, body-color center bar/bumper/door handles, LED headlamps/tail lamps/fog lamps/cargo area lighting and 18-inch bright silver-painted aluminum wheels.
The LT Trail Boss nets a two-inch factory suspension lift with Z71 Off-Road Package, 18-inch black wheels with Goodyear Wrangler Duratrac Off-Road tires, Autotrac two-speed transfer case, Ecotec3 5.3-liter V8 engine with Dynamic Fuel Management and dual exhaust. The LTZ adds a chrome grille/center bar/bumpers/mirror caps/door handles/beltline accents, 18-inch bright silver-painted aluminum wheels, advanced trailering features and perforated leather-appointed seating.
The top-dog High Country boasts an exclusive grille and center bar with two-tone bronze and chrome finish, the aforementioned industry-first power up/down tailgate, high-intensity headlamps and 20-inch machined-aluminum wheels.
The Real Deal Behind the Durabed Approach
The Silverado is also being marketed as boasting the most functional bed of any pickup, with most of that attention going towards the innovative Durabed system. Designed to be lighter, larger and stronger, Durabed combines high-strength roll-formed steel, more cargo volume than any other truck and 12 standard tie-downs – three times more than any competitor, according to GM representatives – and innovative touches like the industry-first power up/power down tailgate.
With regard to cargo box volume, the new Silverado offers:
• Up to 20-percent more cargo volume than the competition
• Best-in-class bed width
• Best-in-class bed length for standard and short box
• More cargo volume in short box than the competitive standard box
Power the Gods Would be Proud Of
The all-new 2019 Silverado offers six different powertrains, thus representing itself as the tool that’s right for every job, including a brand-spanking-new 30-liter Duramax Turbo-Diesel, responsive 2.7-liter Turbo and the powerful and advanced 6.2-liter V8 with Dynamic Fuel Management.
It’s Still Rock ‘n’ Roll to Chevy
Billy Joel may have said it first, but for the Chevrolet division, the Silverado is still Rock ‘n’ Roll – and, of course, a little Country. Versions of the new ad, along with two new Silverado campaigns, will appear on various digital platforms and in movie theaters across America in the coming months.