2011 Chevrolet Silverado HD Stars in 'Max and Al' Campaign

New Silverado HD Campaign brings life to Duramax Diesel and Allison transmission

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Nov 05, 2010, 08:14 ET

DETROIT, Nov. 5, 2010 /PRNewswire/ -- Chevrolet introduced a new marketing campaign today that focuses on the heart of the Silverado HD pickup line, the Duramax Diesel and Allison transmission. The "Max and Al" campaign contrasts the proven durability and performance of the powertrain – which benefit from 10 years of development and more than 20 billion miles of experience – to the unproven record of competitive heavy-duty trucks.

"Max and Al are creative expressions of the confidence we have in Chevy trucks," said Tony Truelove, Silverado marketing manager, "and a lighthearted way to call out our competitors. We think Max and Al will connect with the heavy-duty enthusiasts who are passionate about the capabilities of their trucks, and ignite a lot conversation in the truck world."

The campaign features Patrick Warburton (Seinfeld, Rules of Engagement) as Max, and Craig Robinson (The Office, Last Comic Standing) as Al.

The centerpiece of the campaign is MaxandAl.com, which features Max and Al in the ultimate "man cave," complete with a pet bull, stone fireplace, and firemen poles. The website highlights features of the new Silverado HD, such as the all-new, fully-boxed frame, proven durability, and increased towing and payload capacity. Silverado HD fans also can send E-cards to friends who drive competitive trucks. The mobile application allows fans to share "smack talk" videos, where Max and Al explain the differences between Silverado HD and lesser heavy-duty trucks.

The Max and Al campaign will be supported with targeted advertising. For example, TV spots will debut weekend in NASCAR and cable programming. The "Stump" spot dramatically demonstrates Max and Al's stump-pulling 765 lb.-ft. of torque. The "Bouncing Baby" spot contrasts Max and Al's proven record to that of the less proven diesel engine from a competitor.

The campaign, created by Campbell-Ewald, will run through 2010. Additional creative executions are planned to continue spreading Max and Al's heavy-duty message.

"Max and Al is a fully integrated, targeted campaign that speaks directly to truck enthusiasts," said Bill Ludwig, chairman and CEO of Campbell-Ewald (C-E). "This campaign is a complete departure from traditional heavy duty truck creative, driven by humor, to bring to light the insight of how the target relates to one another and to their truck."

About Chevrolet

Chevrolet is a global automotive brand, with annual sales of about 3.5 million vehicles in more than 130 countries. Chevrolet provides consumers with fuel-efficient, safe and reliable vehicles that deliver high quality, expressive design, spirited performance and value. In the U.S., the Chevrolet portfolio includes: iconic performance cars, such as Corvette and Camaro; dependable, long lasting pickups and SUVs, such as Silverado and Suburban; and award-winning passenger cars and crossovers, such as Malibu, Equinox and Traverse. Chevrolet also offers "gas-friendly" solutions, such as the upcoming 2011 Chevrolet Cruze Eco model that is expected to deliver up to an estimated 40 mpg highway, and 2011 Chevrolet Volt that will offer 25-50 miles of electric driving and an additional 310 miles of extended range with the onboard generator (based on GM testing). Most new Chevrolet models offer OnStar safety, security, and convenience technologies including OnStar Hands-Free Calling, Automatic Crash Response, and Stolen Vehicle Slowdown. More information regarding Chevrolet models, fuel solutions, and OnStar availability can be found at www.chevrolet.com.

About C-E

C-E (Campbell-Ewald) is one of the nation's largest advertising, direct and digital communications agencies, with offices in Detroit, Los Angeles, San Antonio, Atlanta, Chicago, Dallas, New York, and Washington, D.C. A part of The Interpublic Group of Companies (NYSE: IPG), C-E partners with a score of national brands, including Alltel Wireless, Carrier, General Motors, Ghirardelli, Kaiser Permanente, Olympic Paints and Stains, OnStar, Remington Arms, USAA, the United States Environmental Protection Agency, the United States Mint, the United States Navy and the United States Postal Service. For more information on C-E, visit www.c-e.com.