The brand-new 2014 Chevrolet Silverado will be shown-off in an advertising campaign created to "speak to the heart of the full-size pickup market" according to General Motors.
The new campaign, which features a song by Grammy-nominated artist Will Hoge, starts in Texas where one of every six pickup trucks is sold in the U.S.
"There is no more appropriate place to launch the new Silverado campaign than in Texas, the heart of truck country, and no better way to launch it than through music," said Tim Mahoney, Global Chevrolet chief marketing officer in a press statement. "The song "Strong" celebrates Silverado owners who are as dependable and capable as their trucks."
The advertisement, which has been called "Strong," will debut on July 4 according to GM. The commercial will be released as a digital download and a TV ad.
Most of the people who appear in the ad are real Chevy owners, not professional actors according to GM. Hoge said he wrote the lyrics to "speak to the strength of hardworking, honest and dependable men and women."
"Chevrolet has a long-standing relationship with music, and Chevys have been mentioned in more than 800 popular songs," said Mahoney. "The lyrics to 'Strong' were inspired by the Silverado and the people who drive them. We think this original song and our all-new Silverado harmonize perfectly."
With three new EcoTec3 engines, the Silverado offers "the best fuel economy of any V-8 pickup with class-leading payload and towing capabilities" according to GM.
Silverado crew cab models are already starting to arrive at dealerships around the country. Regular and double cab Silverados are set to go on sale later this summer according to GM.
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