Despite Review, 'Chevy Runs Deep' Not Going Anywhere

Positioning, Tagline Not Impacted by GM's Global Review, Automaker Says

By Published on .

When General Motors announced its latest agency review -- this time for global creative duties on its largest brand, Chevrolet -- it immediately sparked questions about whether the "Chevy Runs Deep" positioning the automaker adopted just a year ago will be ditched in favor of a new strategy.

The tagline, by GM's lead U.S. shop Goodby Silverstein & Partners, was unveiled last October during the World Series. Shortly thereafter, the company was met with wide criticism from car buffs who claimed that "Chevy Runs Deep" simply doesn't resonate as well as revered Chevrolet brand slogans such as "See the USA in Your Chevrolet," "Heartbeat of America," "Like a Rock," and "An American Revolution."

But the automaker today told Ad Age that the tagline is here to stay, despite the newly-announced creative review.

"'Chevy Runs Deep' isn't under review," spokesman Tom Henderson said in an email. "We're satisfied with the campaign, and do not anticipate changes."

"This review is about finding efficiencies and becoming more effective in our global marketing operations," Mr. Henderson added. "It is consistent with GM's push to reduce complexities across the business. We hope to make a decision on a way forward, concurrent with a decision on our media-buying and -planning review, by the end of this year."

The review's speed and stated goal of reducing complexity (i.e., reducing the number of agencies on the account) already suggested that it was less about the message and more about cutting costs within marketing. GM insistence that it's not planning to change its U.S. creative advertising is another signal that the global review will likely not impact U.S. agency Goodby.

Mr. Henderson did not respond to a question about whether GM's procurement department has a say in the review process.

Most Popular