Chevrolet is ending its "Chevy Runs Deep" marketing theme after a little more than two years and unveiling a new one, "Find New Roads," which the General Motors brand says reflects its global aspirations—internal and external—and will work better as a single theme for its advertising worldwide.
"The theme has meaning in mature markets like the U.S. as well as emerging markets like Russia and India, where the potential for continued growth is the greatest," said Alan Batey, vp of U.S. sales, service and global marketing.
"Find New Roads" will also serve as an internal rallying cry as Chevy aligns its engineering, design and retail operations behind a single vision and communications platform. The core of that vision, the brand says, is Chevrolet's legacy of innovation and commitment to doing the right thing for consumers.
"We have sold Chevrolets around the world for almost a century, but this is the first time we have aligned behind one global vision," said Mary Barra, svp of global product development. "As we develop new products, our designers and engineers will be empowered to find smarter solutions to address customer needs and make their lives better."
Chevy's ad agencies remain Goodby, Silverstein & Partners in the U.S. and McCann Erickson overseas.
The "Chevy Runs Deep" line launched during the 2010 World Series and attempted to leverage Chevrolet's history as a beloved American brand. Several spots from the campaign are posted below.