Commonwealth and Chevy tug on viewers' heartstrings with the debut of this new spotÂ for the all-new 2014 Silverado, the marque's first new model since 2006. Just in time for the July 4th holiday, the down-home ad features an original song "Strong,"Â by country artistÂ Will Hoge, and focuses, appropriately, on Texas,Â where it will first start airing. The state happens to be the heart of truck country,Â where one out ofÂ every six pickups in the U.S. is sold.Â
The anthem commercial features many real Chevrolet owners, and highlights an honest man who values hard work and has loved one woman his whole life. The songÂ "Strong" will also debut on July 4 as a music video and digital download.Â Bob Richardson of Tool directs.
Commonwealth lost the Silverado business in December --Â future creative will be handed by Publicis' Leo Burnett. Â Read more about the marketing strategy behind the spot onÂ AdAge.com.