New Chevy Truck Commercial Tests Men’s Steel

Chevy's latest commercial for the Silverado truck is intriguing. What do you think? Screencap by author.

Chevy’s latest commercial for the Silverado truck is intriguing. What do you think?

Commercials need to have a gimmick to grab your attention and make sure the advertiser’s point is understood. Car commercials usually have people driving the car and exclaiming about the performance, handling, ride quality, or all of the above. Truck commercials usually tell us how strong and durable the truck is, maybe going into towing and load capacity. Chevrolet went another direction with this latest video.

We first see a man or men standing in a large room in front of two cages. Screencap by author.

We first see a man or men standing in a large room in front of two cages.

Recently, a brand-X truck manufacturer came out with a commercial telling us their trucks were made of high-strength aluminum and that they got great gas mileage. In a recent commercial, Chevy put the idea of high-strength aluminum to the test.

A bear comes out and shows some interest in our participant(s) safely locked in the cage. Screenscap by author.

A bear comes out and shows some interest in our participant(s) safely locked in the cage.

The commercial starts with a “test participant” or two in a room alone with two cages, A person in a control room asks a question or two and then asks the subject(s) their impression of steel and aluminum. The opinions on steel  range from “strong” to “tough” and the like. On the other hand, the opinions about aluminum are the opposite- “weak,” “easy to bend,” “not strong.”

Ten men. Two cages. One grizzly bear. Who makes the #SilveradoStrong decision?

Posted by Chevy Trucks on Monday, July 6, 2015

They’re then told that one of the cages behind them is made of aluminum and the other is made of high-strength steel. They’re then told that a large bear is about to be introduced into the room with them and they need to choose a cage. The bear is then shown to check out the cage and what’s in it.

Chevy Silverado. Made tough with high strength steel. Screencap by author.

Chevy Silverado. Made tough with high-strength steel.

They’re then asked if they know what else is made of high strength steel. A door behind them then opens, showing a new Chevy Silverado truck. One of the participants is heard to say: “That’s a manly truck right there.”

What do you think? Does the commercial do a good job of getting Chevrolet’s point across? Do you come away from the commercial with the impression the Silverado is a tough truck? Let us know what you think.

About the author

Mike Aguilar

Mike has been wrenching on cars since the early 1970s when he worked at his dad's auto repair shop. By the age of 14 Mike had built his first performance suspension, and by 16 he had built, and was racing cars in several sanctioned events in the San Francisco bay area.
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