Chevy Silverado’s New Ad Guns for Truck Drivers’ Tender Side

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When most people think about the 2013 Super Bowl — other than the football — they remember three things: Beyonce’s halftime show, the commercials, and the notorious power outage. One commercial in particular sticks out: Chrysler’s Ram 1500 Super Bowl ad. The tender moment featured in the ad effectively had men subtly dabbing their eyes, women tearing up into their guacamole, and children silent for the duration of the two-minute commercial.

What Chrysler did to consumers with its heartfelt spot is what General Motors (NYSE:GM) is gearing up to do with its new Chevrolet Silverado ad. The U.S. automaker is finally rolling out its 2014 Chevy Silverado — GM’s first redesign of its pickups in seven years — and the company is launching a massive marketing campaign to help it spread the news.

The new ad by Chevy features a woman, her truck, and her horse. The brand tries to strike at its consumers’ hearts with emotional appeal, and the appointment of a woman to play the leading role reflects GM’s desire to market its new full-size pickups to women as well as men.

The commercial hones in on the Chevy Silverado’s safe towing capacity, capitalizing on its commitment to the safety of a driver’s cargo, no matter how large or small. In this ad’s case, the woman’s most prized possession is her horse, and she trusts the truck with her 1,200-pound passenger.

It is purposed to appeal to GM’s customers in Texas — a state known as a full-size pickup battle ground. Trailing slightly behind Ford (NYSE:F) in terms of truck sales, GM is kicking off its marketing campaign in the Lone Star state, a region that accounts for one in six pickups sold nationally. Ford currently maintains the bragging rights in the state for full-size pickup market share, boasting a 39.4 percent figure, but GM is confident it can raise its current 34.2 percent and surpass Ford in the pickup war.

With a rebounding housing market spiking pickup sales and consumers ready to buy again, GM’s new truck will debut at the peak of full-size pickup sales. And just as consumers are ready to pull out their wallets again, GM is readying its commercial to tug on their heartstrings.

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