How Chevrolet is Reaching Out to Younger Buyers for the 2021 Chevy Silverado
Chevrolet is starting a new advertising campaign on TikTok for its popular 2021 Chevrolet Silverado, to reach a younger and more diverse audience. The new music video features the artist BRELAND and his song “My Truck.” The lyrics in the original song have been changed to highlight the 2021 Chevrolet Silverado.
“Chevy is a brand that loves celebrating trucks and the people who own them,” said Steven Majoros, vice president of Chevrolet Marketing. “BRELAND’s song, ‘My Truck’ is so exciting because it is a great representation of why truck customers love their vehicles – they offer a source of adventure, fun and capability. The reboot of ‘My Truck’ will definitely be a new anthem for Chevy Truck customers.”
“Chevy was the perfect collaborator to breathe new life into ‘My Truck’ because they truly understand what makes truck culture so special,” said BRELAND. “They appreciate that truck enthusiasts are getting younger and more diverse, and that insight was the inspiration for the original version of the song. Coming to the table with that shared perspective made the collaborative process of rewriting ‘My Truck’ so much fun.”
BRELAND’s “My Truck” Success
BRELAND is a platinum-selling artist, who started writing songs as a teenager. He has already had hits with two different versions of “My Truck”. The second one was a remix of “My Truck” featuring Country superstar Sam Hunt.
Diverse Truck Models for Diverse Truck Buyers
Chevrolet shot its new advertisement and music video using three different locations around Nashville, Tennessee. Each different location highlighted a different trim package on the 2021 Chevrolet Silverado, as well as different potential buyers. The ads feature the Silverado LT Trail Boss, Silverado LT Trail Boss Midnight Edition and Silverado Custom. This is just the first campaign for TikTok, Chevrolet has started its own TikTok channel, so you can expect more content will be coming soon.
Chevrolet has had great sales success with its most recent versions of the 2021 Chevrolet Silverado 1500 as well as its Heavy-Duty versions. Recent bitter cold weather has delayed some of the truck’s production but the plants are back up and running at full strength.
You can find Chevrolet's new TikTok profile here.
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