Chevy Launches Epic Hispanic Campaign For The New 2007 Silverado New Ads Feature Music by Man

    MIAMI - Building on its recent successful Hispanic marketing efforts, Chevy announced today the new 2007 Chevy Silverado Hispanic advertising campaign. The Campaign, "Una Marca que Dura" or "A Brand/Mark that Lasts," focuses on the duality of the word "Marca" which in Spanish means "Mark," as in "the mark one leaves behind; the mark that distinguishes a person." The word also means "Brand" in Spanish.

    According to Kim Kosak, General Director of Advertising and Sales Promotions for Chevrolet, leveraging this duality allows Chevy to speak to the legacy of Silverado, one of its Most Dependable, Longest Lasting trucks on the road, and to the ever-growing legacy of Hispanics in the U.S. The campaign will launch on Spanish-language networks on October 21st, and in general market television in both Spanish and English, during game three of the World Series.

    The New 2007 Silverado

    "Chevy is proud to acknowledge how Hispanics have enriched our lives in the U.S., and we are pleased to be the brand of choice in trucks among Hispanics," said Kosak. "The 2007 Chevy Silverado encompasses all the passion inherent to Hispanics, as is showcased in the truck's new styling and upgraded features."

    The ads focus on the achievements, or "marks" left by Hispanics in this country and how Chevy Silverado is a Latino brand that celebrates those achievements. The advertisements were created by Accentmarketing, Chevy's national Hispanic agency.

  • In "Milestones," Hispanics who have made an impact on America are highlighted, and are then tied to the impact that the Chevy Silverado has made as "a Latino brand"

  • In "Roots," scenes from life in Latin America where Chevy trucks existed are brought to life by the new 2007 Chevy Silverado

    • To enhance the epic nature and emotion of the campaign, Maná's song, "Justicia, Tierra y Libertad" was chosen. The song focuses on the battle cry made famous by Pancho Villa and Emilio Zapata in a modern, rock style that emits a feeling of accomplishment and pride.

    To bring the feeling of the campaign to life, Accentmarketing chose the acclaimed German director Jurgen Bollmeyer, whose style of photography provided the television executions with a unique, rich, real visual treatment; a vital part of the authentic, anthemic feel of the campaign.

    "With this campaign, we intend to awaken the pride of being Hispanic in America, while also showing Hispanics how now, more than ever, this iconic American brand is part of who they are and who they will be," said Sergio Rodríguez, Associate Creative Director for Chevy national at Accentmarketing.

    About Chevrolet
    Chevrolet is America's No. 1-selling automotive brand. With the largest dealer network in the United States, Chevy is the leader in full-size trucks and the leader in sales of vehicles priced $35,000 and above. Chevrolet delivers more-than-expected value in every vehicle category, offering cars and trucks priced from $9,995 to $78,175. Chevy delivers expressive design, spirited performance and great value with standard features usually found only on more expensive vehicles.

    Chevrolet's global headquarters is at the GM Renaissance Center in Detroit, for more information, go to www.Chevy.com.

    About Accentmarketing
    Established in 1993, Accentmarketing (www.accentmarketing.com) is a full service Hispanic Integrated Marketing Communications agency with a staff of 132 throughout its offices in Miami, Detroit, Los Angeles, New York and Dallas. A member of The Interpublic Group of Companies, minority-owned Accentmarketing employs a diverse multinational and multicultural staff. The agency's client roster includes: the American Heart Association, Alltel Wireless, General Motors (GM Corporate, Buick, Cadillac, Chevrolet, GMC, HUMMER and Pontiac), Kaiser Permanente, Farmers Insurance, Pernod Ricard and the United States Navy.