Silverado Anthem
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It’s time to celebrate the all-new 2014 Silverado

The launch of the new Silverado advertising campaign begins on July 4th, and Chevrolet could not be more excited to share it with you. Originally developed as a song, “Strong” is debuting as a music video, digital download and television ad.

The campaign, featuring the original song by Grammy-nominated recording artist Will Hoge, will initially run exclusively in Texas and then throughout the country over the second half of 2013.

“There is no more appropriate place to launch this new Silverado campaign than in Texas, the heart of truck country, and no better way to launch it than through music,” said Tim Mahoney, Global Chevrolet Chief Marketing Officer. “The song is a celebration of Silverado owners who are as dependable and capable as their trucks.”

The Silverado anthem was created with pickup truck drivers and their values in mind. The people who appear in the video are not professional actors, and most are Chevrolet owners themselves. The lyrics to Hoge’s song speak to the strength of these hardworking, honest and dependable men and women.

“Chevrolet has a long-standing relationship with music, and Chevys have been mentioned in more than 800 popular songs,” said Mahoney. “The lyrics to ‘Strong’ were inspired by the Silverado and the people who drive one. We think this original song and our all-new Silverado are in perfect harmony.”

Watch this spot featuring “Strong”, and keep your eyes peeled for the release of the full length version — coming to the internet near you soon.

Starting in June, interactive Silverado displays and ride-and-drives began appearing at events across Texas. Throughout the country, there will be customer activities taking place at NASCAR races, music venues and sporting events, as well as a partnership with the National Volunteer Fire Council.

The Silverado campaign will fit under Chevrolet’s brand platform, Find New Roads, and will center on the features of the truck — including its class-leading V8 fuel economy and towing capacity.

Take a closer look at the all-new 2014 Silverado.