Chevy opens huge Silverado launch

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General Motors Corp.'s Chevrolet division, Detroit, said it will back the introduction of the redesigned 1999 full-size Silverado pickup with a $100 million-plus campaign, the biggest launch in Chevrolet's brand history, starting in network prime time Oct. 8. Campbell-Ewald, Warren, Mich., created two 60-second spots using freeze-frame technology. One shows a cowboy as the only non-frozen figure after being thrown from his horse. Mac Whisner, truck advertising national manager at Chevy, said the words "The Truck" are more prominent than either "Chevrolet" or "Silverado" in the ads to tout its superiority.

Copyright October 1998, Crain Communications Inc.

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