Chevrolet’s marketing campaigns changed dramatically in 2010. After a long run of a very successful catch phrase with a popular rock song type marketing, the new management at GM decided to take Chevy commercials and marketing to a different level.

Stepping away from the heartbeat and moving into the heart-light of what it means to own a Chevy, the marketing campaign featured stories that began with black and white photos and footage of early GM assembly lines, young couples and their first Chevy cars then progressed to modern Chevy models.

While the “Chevy Runs Deep” was not intended to be a tag line or catch phrase according to the ad agency behind the campaign, the phrase was included on sales brochures and commercials.

A host of TV spots were created, most of them 30-second ads that were aired during sporting events, that were intended to stir emotions in Chevy fans. The commercials attempted to show Chevy as a brand that is central to American lives with the snapshots capturing America’s past in these quick shots.

Chevy Runs Deep: Dogs and Trucks

Several of these TV spots in the “Chevy Runs Deep” ad campaign were created, a couple featuring youngsters with their first cars, young families taking their newborn babies home in a Chevy, and other familiar scenes of Americana. The best of the lot in our opinion was the TV spot that featured dogs in Chevy pickups set to the Hank Williams tune “Move It On Over.”

It might not have been “Like a Rock” but “Chevy Runs Deep” was a whole lot better than the current “Find New Roads” catch phrase.