- The Washington Times - Sunday, August 8, 2004

DETROIT (AP) — “Like a Rock” is about to become history.

Chevrolet has been phasing out the motto and will discard it for good with a blitz of 10 new commercials during NBC’s coverage of the Summer Olympics.

In its place will be “An American Revolution,” the slogan Chevrolet introduced at the end of 2003. The shift is part of General Motors Corp.’s (GM) big push to sell a slate of new cars and trucks.

“We still have the rights to use it, but we have no plans to,” Kim Kosak, Chevrolet’s general director for advertising and sales promotion, told the Detroit News.

Wes Brown, an analyst at consumer research firm Iceology in Los Angeles, says “Like a Rock,” which has been around since 1991, has outlived its usefulness.

“There’s no doubt almost every consumer would recognize what brand goes with that song,” Mr. Brown said. “But it didn’t really translate into increased sales.”

GM will be the largest advertiser during NBC’s coverage of the Summer Olympics, and Chevrolet will be the dominant brand.

Of the roughly 400 commercials GM will run on NBC and its partners during the Olympics from Friday through Aug. 29, about half will be for Chevrolet, Miss Kosak said. Chevrolet also will air 170 commercials on the Spanish-language network Telemundo.

The commercials will feature the redesigned Corvette, Malibu, Malibu Maxx, Silverado truck and full- and midsize sport utility vehicles, as well as Chevrolet’s new small car, the Cobalt. Warren advertising agency Campbell-Ewald produced the commercials.

Miss Kosak wouldn’t disclose how much GM is spending on Olympic advertising.

LOAD COMMENTS ()

 

Click to Read More

Click to Hide