The Chevrolet Silverado: Strong enough for a man, but made for a woman, too?
For too long, truck commercials have followed the same testosterone-fueled formula, convincing generations of males that owning a pickup directly correlates to a higher level of virility and respect. But in the process, automaker have all but written off a criminally underserved demographic: the truck-loving ladies of America. (And yes, dudes, they exist. According to Leo Burnett in Detroit, 15 percent of truck owners are female.)
That trend finally ended during last Wednesday's broadcast of Major League Baseball's All-Star Game, when Burnett Detroit debuted "Her Horse," a new spot for the Silverado that's squarely aimed at the XX chromosome set.
Thankfully, the ad isn't just a girly take on the "Man and His Truck" campaign from which it is spun off. It tells the story of a rough-and-tumble, rodeo-riding lady (she even has a tattoo!) who uses her Silverado to haul her horse from show to show—and, the (male) narrator is sure to tell us, puts her first-place ribbons on the wall, not in her hair.
It's interesting to note that the starring role could easily be swapped for a man. By not softening its narrative to exclusively fit a female character, Chevy's message becomes that much more successful.
One last thought, to briefly stray from our praise for this strong, independent woman: She should totally date the guy from Budweiser's "Brotherhood" Super Bowl spot. They both really seem like they could use a companion that doesn't have four legs and a tail.
CREDITS
Client: Chevrolet
Agency: Leo Burnett, Detroit