The Chevy Silverado 'A Woman and Her Truck' Ad is Masculine
Claire Carstens — July 24, 2013 — Autos
In a follow-up to the launch of the Chevy Silverado advertising campaign, 'A Man and His Truck,' the latest spot targets women, who make up roughly 15% of buyers.
Created by Leo Burnett Detroit, 'Her Horse' tells a more multidimensional story about pickup owners, shining a light on the pickup women. The campaign spans TV, print, digital, social, CRM and in-dealership, and will be in-market throughout the remainder of 2013.
It's great to see a campaign that targets women as strong individuals, who also drive trucks and have a strong sense of independence.
CREDITS
•Client/Ad or Campaign: Silverado – A Man and His Truck
•Agency: Leo Burnett
•Global Executive Creative Director: Steve Chavez
•Executive Creative Director: Steve Silver
•Art Director: Jack Crifasi, Dave Ayriss
•Copywriter: Steve Silver, Cameron McIntosh, Ron Saltmarsh
•Senior Producer: Adam Simmons
•Production Company: Anonymous Content
•Director: Frederic Planchon
•VFX/SPX: MPC
•Editorial: WORK
•Editor: Rich Orrick
•Music Company: Earhole
•Director of Photography: Patrick Duroux
Created by Leo Burnett Detroit, 'Her Horse' tells a more multidimensional story about pickup owners, shining a light on the pickup women. The campaign spans TV, print, digital, social, CRM and in-dealership, and will be in-market throughout the remainder of 2013.
It's great to see a campaign that targets women as strong individuals, who also drive trucks and have a strong sense of independence.
CREDITS
•Client/Ad or Campaign: Silverado – A Man and His Truck
•Agency: Leo Burnett
•Global Executive Creative Director: Steve Chavez
•Executive Creative Director: Steve Silver
•Art Director: Jack Crifasi, Dave Ayriss
•Copywriter: Steve Silver, Cameron McIntosh, Ron Saltmarsh
•Senior Producer: Adam Simmons
•Production Company: Anonymous Content
•Director: Frederic Planchon
•VFX/SPX: MPC
•Editorial: WORK
•Editor: Rich Orrick
•Music Company: Earhole
•Director of Photography: Patrick Duroux
Trend Themes
1. Strong Female Truck Campaigns - Opportunity for automakers to identify and tap into the female truck market.
2. Multidimensional Advertising Campaigns - Opportunity for advertising agencies to create campaigns that span various platforms, such as TV, print, digital, social, CRM and in-dealership.
3. Shifting Gender Roles - Opportunity for businesses to cater to the changing gender roles and target both men and women for traditionally gender-specific products.
Industry Implications
1. Automotive - Opportunity for the automotive industry to target the female truck market.
2. Advertising - Opportunity for advertising agencies to create multidimensional campaigns across various platforms,
3. Marketing - Opportunity for businesses to create marketing strategies that cater to changing gender roles and target both men and women for traditionally gender-specific products.
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