Chevy Silverado Value Proposition

I really like the new television advertising campaign Chevrolet is doing for their Silverado line of trucks. These three commercials are humorous, short, and straight out value proposition advertisements. Chevy Silverado spokesman Howie Long does a great job in each of the three commercials as he picks out a particular value proposition from one of the three major truck manufacturers (Ford, Dodge, and Toyota) and bashes over their value proposition and presents them as being less than manly. In the end, a voiceover compares the competitions less than manly value proposition with Chevy Silverado’s value proposition.


Chevy Silverado Man Step Commercial

At the lumber yard a man secures a bird house in the back of his Ford F-150 with some tie down straps. When he is done he cautiously gets out of the bed of the truck with the help of the tailgate step and grab bar. He then proceeds to head to the cab of the truck until Howie says, "Hey buddy you left your little man step down." While the man embarrassingly flips down the grab bar, stows the step and closes the tailgate, the voiceover asks "Would you rather have a Ford F-150 with a man step or a Silverado that backs you for a 100,000 miles or 5 years?"


Chevy Silverado Manicure Commercial

While parking along the side of the street a man in a Dodge Ram truck backs up into Howie's Silverado giving the truck a slight bump. When Howie walks up to the driver's side of the truck the owner roles down the window and is very apologetic. Howie tells him, "Don’t worry it happens." Looking in the cab he asks, "Is that a heated steering wheel?" To which the man reluctantly admits. Howie then notices the man also has a manicure. Finding this all very funny he returns to his truck as the voiceover asks, "Would you rather have a Dodge Ram with a heated steering wheel or a Silverado with an EPA estimated 21 highway?"


Chevy Silverado Higher Voice
Howie notices a man in a vest and plaid shirt wiping some dirt off the hood of his truck and asks him if it is new. The man, trying to act manly and rugged responds in a forced deep voice, "Yep, a real trucker’s truck and real trucker’s stuff. You know truckers." When Howie asks, "How is it on gas?" the man’s voice becomes much higher as he responds "19 highway". Surprised Howie asks "V-8?" to which the man answers, "They said V-6." Howie smiles and tells the man, "Have fun being a real trucker." As Howie gets back into his truck the voicover states, "Tundra's V-6 offers an EPA estimated 19 highway Silverado's V-8 offers 21."