A Movement Epitomized by Its Marches Is Used to Sell a Truck

Meanwhile, the new Silverado campaign, which is an extension of Chevy's "An American Revolution" advertising, is trying to convince U.S. pickup buyers that they should stay with Chevy's pickup.

U.S. truck buyers tend to be loyal to Detroit brands, but pickup sales in the country have slowed, in part because of rising gas prices. . . .

The ads, created by Campbell-Ewald, try to make the connection between the American experience and the Silverado truck.

One ad, titled "Anthem," shows images of civil-rights icons Martin Luther King Jr. and Rosa Parks and shots of the damage left behind after Hurricane Katrina.

"We hope that 'Our Country. Our Truck' will inspire people to think, 'Yeah. These are the bruises and scars that have shaped our nation, and we have rebuilt ourselves spiritually, emotionally and physically,' " said Bill Ludwig, chief creative director at Campbell-Ewald.

"We also hope that 'Our Country. Our Truck' will not inspire people to think "Holy shit! Did they really put Martin and Rosa in the back of the truck?!" and that it will not cause anyone to imagine either of the icons being dragged behind it, which is why we didn't add James Byrd to the bruises and scars referred to in the commercial.

But, mostly, we hope our client doesn't notice that these commercials don't really address the reason why Chevy truck sales have slowed down, that they're really just flag-waving in front of our already patriotic and loyal fanbase. Because while we're more than happy to take the heat from 10 - 15 % of the American public pissed off at our use of icons for gross commercialization, we are not prepared to lose an account in these tight economic times.

When Martin Luther King Jr. Day became a holiday, I sighed, resigned to the fact that someday soon there would be a MLK White Sale and, probably, a commercial showing MLK marching to Birmingham in Isotoner shoes: "Thank God Almighty! My feet are free at last!" I didn't know Rosa would get roped into it, too.

Sorry, Rosa.