By on January 8, 2013

“Chevy Runs Deep” is being dropped as the Bow Tie Brand’s marketing slogan of choice, as the last vestige of the Joel Ewanick area has departed the RenCen.

The new slogan “Find New Roads“, is said to resonate better with consumers across the globe. Chevrolet’s presence in world markets has expanded over the past decade to the point where it has become to main brand for General Motors – though it’s unclear how “Find New Roads” will resonate with consumers in Uzbekistan, where Chevrolet enjoys a 94 percent market share, but finding any sort of road is a challenge.

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73 Comments on “Chevrolet No Longer Runs Deep...”


  • avatar
    hoss

    Thank God. I couldn’t listen to one of those ads without hearing Ice Cube in my head coming back, “my jimmy runs deep….”.

  • avatar

    “Work or Play, It’s Your Chevrolet” was my suggestion. this resonates with folks facing the daily commute, looking forward to the upcoming weekend. it also hands brand ownership to the customers who then take not only possession but pride in His or Her Chevrolet.

    rather we are offered another piece of inadequate jargon that likely cost a pretty penny. all this accomplishes is making “Runs Deep” look inspired, and a brings to mind “Find New Management”.

    ineffective marketing is the real problem at GM, not the products. that is why in spite of Mr Reuss and company’s new vehicles, market share loss is apt to continue.

    Buickman
    Founder
    http://www.GeneralWatch.com

  • avatar
    -Cole-

    Chevy: For Jobs

  • avatar
    nikita

    Common platforms across the globe have merit, but marketing slogans? How are you going to come up with something that works in all cultures?

    “Chevy Runs Deep” was horrible, this one is as bland as Toyota’s “Moving Forward”.

    “See the USA in your Chevrolet” or “Baseball, hotdogs, apple pie and Chevrolet” obviously would never have worked work globally.

    • 0 avatar
      MeaCulpa

      In Afghanistan, where the HiLux is a popular form of transportation, it’s rumored that the slogan was “My Totota is Fanatic!”.

    • 0 avatar
      ranwhenparked

      Those slogans can still be localized. They did that with the “An American Revolution” tagline, by replacing “American” with “Brazilian”, “Indian”, etc. Of course, once they got to places that had really bloody and not all that well remembered revolutions, like France and Russia, that strategy fell apart.

      Why not just bring back “The Heartbeat of America”? I bet Aretha Franklin could be coaxed back with a dumptruck full of money. They can replace “America” with the local country’s name, and have a local singers do the jingle.

  • avatar
    corntrollio

    “Like a rock” comes to mind, but I guess that was for Chevy trucks, which sell in far fewer numbers elsewhere.

    • 0 avatar
      Luke42

      I always thought “like a rock” was a dumb slogan. I tried to drive several rocks as a little boy, and they never moved. I wouldn’t want to pay $30k for a real car that behaved the same way. “Like a rock” never reminded me of a usable form of transportation.

      I do still like sitting on rocks and making vroom vroom noises, though!

    • 0 avatar
      jco

      see i thought of Like A Rock as well. I grew up on those ads. and the tagline was so obvious and simple. they were saying, in 3 words, the truck you were buying was solid, like a rock. and since they were seemingly the only vehicles GM could continuously produced that lasted, I guess they backed it up.

      Chevy Runs Deep just didn’t.. it didn’t mean anything? ran deep where? into the government’s pockets? i mean this was the tagline that was supposed to resurrect them.

      like we were talking about regarding the ATS. GM can take something 95% there, but somewhere something in the bureaucracy mangles that last 5%. i know there are so many people at GM who give a damn about making good vehicles, but there’s something within that corporate entity that gets in the way of those products rolling out of showrooms.

      • 0 avatar
        Luke42

        That’s what they were TRYING to say.

        What they actually said, though, invited us to compare their supposedly mobile trucks to an immovable object…

        Lots of people liked the ads, so I guess it was a success. But I’m a person who listens carefully, and I rolled my eyes whenever I saw one of those commercials.

  • avatar
    philadlj

    I hope Tim Allen gets the boot too. It’s not entirely his fault, but I find myself finding fault with every single thing he says in the spots. He tries to sound folksy, but just comes off as sleepy and uninterested.

    I suggest they hire Sir Patrick Stewart, who is currently killing it as the voice National Car Rental, or Garrison Keillor, who will turn them down because he only does int’l Honda spots.

    • 0 avatar
      MeaCulpa

      “Howdy folks, I’m Tim Allen. You might remember me from the 90′s when retarded equaled funny. I even had a show back then, where I pretended to be just like you but better at DIY. So yall pretend that this is the 90 and I’m still relevant, when you’re at it imagine me as somebody you have reason to trust and I’ll tell all you fine folks out there about the smooth ride of the Malibu.
      The Malibu is a sweet ride, great for long drives. Like when you need to go to Michigan for business, as yall know if you know Dick, you don’t fly to Michigan to do business. You drive a Malibu, the rustic interior has ample space behind the panels to hide your business documents, and, the great thing ’bout a chevy is that nobody is going to notice just one loose panel when there’s so many to chose from. But that’s not all yall, it even got On star, great for finding lawyers, rehab centers and somebody to snitch to. Lastly, but not least, it’s made by the federal government so driving one counts as community service.
      Oh, and folks remember, the soft seats and plush ride is great when your “rear” has a 28 month workout to recover from.
      Remember, Chevy runs deep, Omar in block 6 just rams deep.”

  • avatar
    Spartan

    Like a rock, for what it’s worth, was the best marketing campaign ever for Chwvrolet, even though it was for the trucks.

    • 0 avatar
      redliner

      I agree. It was by far the best, and it could be applied to cars too. It implies reliability.

      They could also play off of it, for example:
      “Corvette… like a ROCKet”
      “Camero… like a ROCKstar”
      “Sonic… I’d ROCK it” (said by some over coiffed posh man in a suit.)

      They could even have a company mascot… a sexy pet rock. The fact we are still talking about it proves it was a winner.

      • 0 avatar
        Caboose

        “Impala”…ROCK of Ages.
        Old School square-body “Caprice”…God gave ROCK’n’Roll to ya.
        “Avalanche”…I ROCKed your Mom last night in the back seat.
        80′s diesel Caddy…SMOKEin in the boys’ room.

    • 0 avatar
      MeaCulpa

      Chevy, useless for transportation. Like a Rock.

      Yes that works.

  • avatar
    redav

    I’m not sure anyone even knew what “Chevy Runs Deep” was supposed to mean. I sure didn’t.

  • avatar
    rpol35

    Years ago Chevrolet used, “Putting you first keeps us first” which was meaningful when they were number one in sales; I always liked that one but those days are long gone.

    After that, they changed it to, “On the Move” pretty much as inane as Toyota’s “Moving Forward” (which is definitely better than “Moving Backward” or “Moving Sideways”).

    I don’t know what Chevrolet, at its core, is trying to evoke other than, “Please Buy Me”; not very catchy or self respecting.

  • avatar
    Zackman

    How about “Chevrolet: Yesterday, Today and Tomorrow”?

    Oh, yeah – the bowtie is BLUE, not gold…

    Probably a good reason I got out of commercial art & advertising design and got into designing empty boxes!

    Trouble is, what car designed to be sold in 1980 and later has ever been restored? Once cars nowadays are used up, off to the crusher they go for another I-Something.

    • 0 avatar
      APaGttH

      Buick Grand National and GNX

      GMC Cyclone

      GMC Typhoon

      Corvette – first gen ZR1 in particular

      Datsun 280ZX

      Mazda RX-7

      Pontiac Fiero, especially the ’88 GT

      LS1 powered Camaro/Firebird

      Certain equipped Mustang GTs

      AE86 Corolla and its platform ilk

      OK, I’ll stop now…

      • 0 avatar
        Xeranar

        Beat me to it. The list of 90s/00′s cars is going to grow. Mustangs, camaros, firebirds, and a fair bit of Civic Rs, Skylines, and eclipses will get loved. We’re too close to really get it still. If anything the late 90s and beyond cars will need far less work as their bodies don’t rust ON AVERAGE (before I get eaten alive by the B&B) than their older counterparts so restoration should be easier.

    • 0 avatar
      Sigivald

      “Chevrolet today, Chevrolet tomorrow, Chevrolet forever”?

      Not so good.

    • 0 avatar
      golden2husky

      Zackman, you nailed it. BLUE bowtie.

      “The heartbeat of America” and “See the USA in your Chevrolet” were excellent campaigns. I still have a USA1 Chvey plate from Savarese Chevrolet in Northampton, MA. These were memorable and durable, like when Merc used “Engineered like no other car in the world”. Yet even Merc blew it with the line “Sacrifice Nothing”…Merc could have a worldwide tagline, but Chevy? No.

  • avatar
    rpol35

    Here we go guys, “Find New Roads”!? (This should drive Buickman nuts.)

    http://finance.yahoo.com/news/gm-adopts-chevy-ad-campaign-200827521.html

    • 0 avatar

      the article states “GM and Commonwealth worked on the campaign for about six months, Batey said”.

      rpol35, you are correct, this is NUTS! it took me all of 10 minutes to come up with…. “Work or Play, It’s Your Chevrolet”. tell me, which one is better, the one from the corporate conglomerate or your friendly Buickman?

  • avatar

    Why would any company have a global marketing slogan, especially one with America’s limited scope of comprehension?

    • 0 avatar
      Xeranar

      Because when you spend 300 million on an ad campaign you want that money to go far? I make no bones about ever being in marketing but it seems to be a self-perpetuating business where power firms command huge fees for what amounts to something a group of collge students could do and a small army of artists could design.

      I could understand a unified N. American campaign and perhaps a S. American one because of the general cross-pollination but why we ask it to go to Europe and Asia to do the same thing sounds silly.

  • avatar
    sckid213

    I think “Chevy Runs Deep” would have worked better if they really went all-out with the nostalgia throughout the entire campaign. But selling cars effectively within a defined budget doesn’t leave much time to wax nostalgic, so the tagline always seemed like an afterthought tacked on to the end of ads that didn’t have any nostalgic elements.

    “Find New Roads” is okay. Execution is what really makes or breaks a tagline, so hopefully the surrounding campaign will make this a good one.

    I have to say the “Let’s Go Places” campaign introduced by Toyota last week is a awful. Boring, uninspiring, and cliche. Much like their cars. I though they should have gone with “Today. Tomorrow. Toyota.”

    The only auto campaign I currently like is “Guts. Glory. Ram.”

    • 0 avatar
      rpol35

      “have to say the “Let’s Go Places” campaign introduced by Toyota last week is a awful.”

      I couldn’t agree more, it made me want to put my foot through the the TV set…… Now, if they had called it, “Let’s go places and eat things” it might have some redeeming value.

    • 0 avatar
      redliner

      Toyota changed their slogan because it was misleading. They were going to be forced to change it to Toyota “moving (slowly) forward.”

      I have to say that Chrysler’s “imported from Detroit” is pretty good.

      I’m so happy BMW got rid of the stupid “joy” campaign. What does that even mean?

      • 0 avatar
        fvfvsix

        “joy” was an adaptation of their “freude am fahren” campaign. I think that the word “freude” may have a more serious passion associated with it than the word “joy”, which is kinda nebulous and a bit meaningless

    • 0 avatar
      WildcatMatt

      I liked the “Chevy Runs Deep” tag when it was attached to the spot with the now-and-then photo montage. I agree — if they’d designed the tag to be used for the 100th anniversary and then moved on, it might have been a decent campaign.

      Shorn of the additional context it loses a crucial part of its meaning.

      Maybe if it had been followed up with a series of spots where a father takes his kid to the dealer to buy his/her first new Chevy, or something like that, you could have stretched the slogan farther. If they actually made spots like this, I don’t think I ever saw them.

  • avatar
    APaGttH

    The gas in my stomach from my steakhouse burger runs deep. Have pity for my deskmates.

  • avatar
    carguy

    “Find new roads” – sounds like you’re looking for a detour.

  • avatar
    210delray

    Didn’t Saab use the tagline, “Find your own road” back in the mid-90s or so, the one with the weird font in print ads?

    Not a good sign.

  • avatar
    tiredoldmechanic

    Hmmm. How about “We’re still here. Really” or Chevrolet: Good enough for Government Work”.
    They just write themselves….

  • avatar
    doug-g

    Derek, you sure phoned this one in. Change “area” to “era” and “become to” to “become the”.

    You had Joel Ewanick to work with and still pumped out a lame piece. You started out like Ray Wert and went Gentile on us. Remember Ray’s slogan, “if you haven’t pissed anyone off by 7:00 a.m., go back to bed and get up again”.*

    *I made that up.

  • avatar
    chas404

    I HATED this porno sounding Chevy Runs Deep? Was I the only one thinking that????

    I hear the replacement will be “Chevy: Grounded to the Ground”.

  • avatar
    jayzwhiterabbit

    Yeah, I have to say that I was tired of this slogan too….brb, I gotta go take a crap!

  • avatar
    solo84

    no slogan could ever be worse than “pontiac is car”

  • avatar
    Lorenzo

    How about stealing Ford’s original slogan, “If we take you there, we’ll bring you back”? You could update that, “When you have places to go, Chevrolet will take you there”.

    Or some in-house plagiarism: “We build excitement – Chevrolet”? “Get behind the wheel of a Chevy Automobile”? “Chevrolet -The sign of the Bowtie”?

    Or how about some out-house plagiarism: “Go-Go-Go-Go Chevy”? “Let Chevrolet put you in the driver’s seat”? “Chevrolet – what a fine motorcar should be”? “You can be sure – if it’s Chevrolet”? “If you can find a better car, buy it”? “Buy a car, get a check”? (that’s what they’re doing now, they’re just not saying it.)

    Ahh, better stick with Buickman’s idea. Left to it’s own devices, GM will eventually come up with something like “A mass of steel with mass appeal”.

  • avatar
    dave-the-rave

    How about: “Chevrolet. From the streets to the fleets.”

  • avatar
    Volts On Fire

    “General Motors: From the lots to the TWATs.”

    http://www.thetruthaboutcars.com/tag/twats/

  • avatar
    Jasper2

    Let’s borrow from SAAB for the new Chevy slogan and say:
    “Chevy…born from bankruptcy…
    Yea, it’s catchy! Ad beats “Chevy runs deep” which should require that whoever come up with that piece of junk be fired.


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