Chevrolet Revives 'Heartbeat of America'Chevrolet is bringing back one of its classic campaigns, "Heartbeat ofAmerica." The tagline, coined by longtime Chevrolet agency of record Campbell-Ewald, was originally used from 1986 to 1993. The phrase was initially coined byCampbell-Ewald associate creative director Jerry Burton in 1984. It was first used for a Camaro brochure before Chevy launched it as its massive, full-line national campaign in the fall of 1986.The catchphrase was so beloved by Chevy dealers that some have continued to use it in various ways, such as Berger Chevrolet in Grand Rapids, Michigan and Woodstock Chevrolet in Woodstock,Illinois, both which feature it on their websites.AdvertisementAdvertisementReimagined with the sounds of The Red Clay Strays, a rock band from Mobile, Alabama, the modernized campaign takes a moderncreative approach while still reminiscent of the original version sung by musical icon Aretha Franklin. The new campaign marks an evolution of a Chevrolet tagline thatreflects the General Motors brand's connection to the country, according to the automaker. "'Heartbeat of America' has always celebratedChevrolet's connection to the people and communities that shape this country," Steve Majoros, CMO of Global Chevrolet, says in a release. At the centerof the campaign is a simple idea: America's heartbeat is its people. This new chapter honors everyday doers — many from longtime Chevrolet families — by weaving the sound of theirreal heartbeats into the music itself. AdvertisementAdvertisementThe actual heartbeats are from Tootsie Tomanetz of Texas, the 91-year-old female pitmaster behind noted Lexington restaurantSnow's BBQ; Josh York, founder of Detroit-based apparel manufacturer Soft Goods, who built his company to create jobs and opportunity in his hometown; and Spencer, the Kansas-native creatorbehind SB Mowing, whose videos spotlight free lawn transformations for families and residents in need. Their stories will be featured on Chevrolet social media throughout thecampaign. Scenes for the commercial were filmed in Texas and in Maine, and include the Chevrolet Bolt, Trax, Equinox, Equinox EV, Traverse, Colorado, Silverado andSilverado HD. Anomaly is the creative agency behind the campaign. Dentsu is handling media placement. The media plan spans a variety of channels including broadcast,digital, social and radio.AdvertisementAdvertisementThe "Heartbeat of America" revival is part of the brand's year-long broader America 250 initiative.Earlierthis year, Chevrolet collaborated with rising country music artist Brooke Lee to reimagine the"See the USA in Your Chevrolet" song. That campaign also marked Chevrolet's third timeplacing a vehicle on top of Castleton Tower in Moab, Utah.This summer, the brand also reintroduced "Baseball, Hotdogs, Apple Pie and Chevrolet" as a social campaign,inviting fans to create and share their own content with the classic characters. Chevrolet also launched a special Stars & Steel edition available across fiveU.S.-assembled nameplates: Corvette, Silverado EV, Silverado LD, Silverado HD and Colorado. For every Stars & Steel vehicle sold, Chevrolet will donate $250 to nonprofits supporting veterans andmilitary families.
+71 others
