General Motors Corporation: An American Revolution campaign
Guy CunninghamOVERVIEW
Chevrolet was a division of the General Motors Corporation (GM), the largest car manufacturer in the United States. Long facing pressure from Japanese automakers such as Toyota, the company decided to revamp its vehicle lineup in 2004 by launching 10 new and redesigned models under a single campaign, "An American Revolution." This marked Chevrolet's first division-wide marketing push in more than a decade.
The campaign was headed by Michigan-based ad agency Campbell-Ewald. Beginning with a television commercial on December 31, 2003, during Dick Clark's Primetime New Year's Rockin' Eve...