General Motors Corporation: Like A Rock campaign (1991)

Rebecca Stanfel

In 1991 the Chevrolet Division of the General Motors Corp. inaugurated an advertising campaign for its line of full-sized pickups.

General Motors Corporation: Like A Rock campaign

Rebecca Stanfel

Overview

In 1991 the Chevrolet Division of the General Motors Corp. inaugurated an advertising campaign for its line of full-sized pickups. The commercials featured scenes of everyday Americans using their Chevy trucks in arduous-looking tasks. Each spot was set to Bob Seger's 1980s rock song "Like a Rock." Chevy commissioned the gritty television and print ads from the Campbell-Ewald agency to overcome the perception, common at the time, that Chevy's trucks—though stylish and attractive—-were not durable. As a result of this negative image, sales of Chevy's full-sized pickups had lagged behind...

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