Chevrolet is launching a fresh positioning under a new tagline, «Find New Roads,» which replaces the previous widely criticized motto, «Chevy Runs Deep.» The switch is to help the brand to resonate with the international market. The company sells its vehicles in over 140 countries and wants to move away from the American patriotic messaging it used before.
Chevrolet has teamed up with MTV Scratch, a subdivision of Viacom that consults with brands about connecting with consumers to detail behavior patterns of millennials, the 11—30 years old young Americans grown up when the Internet connection already existed. Chevrolet’s aim is to promote its new subcompact, the Spark, as well as attract them to the GM brand.
Procter&Gamble delivers two brands in one commercial—the company released two ads, in which it puts two products into the spotlight at the same time. One of the adverts starts with a presentation of Bounce Dryer Bar in a laundry room, and while a gentle woman is telling how to use the product, shouting Terry Crews invades the room by crashing through the wall on his jet ski. It is just like a huge explosion, but the Old Spice’s spokesperson just couldn’t help it—“Old Spice is so powerful it sell itself in other people’s commercials.” The shocked female presenter without any hesitation (though, with a sour face) admits that the invader does smell power. While Isaiah Mustafa, the iconic Old Spice face, has a more refined, ‘the best man (and sometimes Santa Claus) in the world,’ Crews has being sticking to a more aggressive ‘breakthrough’ manner to advertize the product.
This year Chevrolet is celebrating its centennial. The automaker has just launched a new documentary titled ‘Chevy100, An American Story,’ created by the award-winning producer, director and cinematographer Roger Sherman (‘Medal of Honor,’ ‘Alexander Calder,’ and ‘Richard Rogers: The Sweetest Sounds’).