| by Ronnie Schreiber, Chevy SSR Forum editor "An American Revolution" is Chevrolet's theme for a 20 month advertising campaign to support its launch of 10 new Chevy cars and trucks and the Chevy SSR will have a starring role in that campaign. The introduction of all that new product is an integral part of Chevrolet's plans to reclaim market leadership by increasing sales to 3 million units per year. |
 |
| Chevrolet announced "An American Revolution" by unveiling a full-size Chevrolet billboard featuring a bright yellow Chevy SSR |
 |
| Chevrolet also previewed television and print advertising with the theme, including a 60-second launch spot by noted action film director Michael Bay whose feature film credits include the "Bad Boys" films, "The Rock" and "Pearl Harbor." The spot, called "Car Carrier" is scheduled for a New Year's Eve debut.It shows a series of Chevrolet vehicles rolling up onto a car carrier while it is moving. |
 |
| The ad climaxes with a Chevy SSR approaching the truck at high speed... |
 |
| but just before it reaches the car carrier the driver puts the SSR into a 180 degree spin... |
 |
| and backs it up onto the trailer at speed. |
| By making it the 'star' of a massive ad campaign, Chevrolet will be giving the SSR maximum exposure. Chevy will be the title sponsor for Dick Clark's New Year's Rockin' Eve and is a major sponsor on The Late Show with David Letterman and The Tonight Show with Jay Leno. |
 |
| Chevrolet will also be in the middle of New Year's Eve celebrations at Times Square with colorful electronic billboards prominently featuring a bright yellow SSR on the Reuters Building and the ABC Supersign. |
 |
| The SSR market launch begins in January 2004 and it appears that it's the vehicle chosen to represent Chevrolet's self-image in the early 21st century. |
 |
| The SSR's styling influence on the new HHR crossover vehicle debuting in 2005 was deliberate. Chevrolet itself describes the HHR as a stylistic cross between the SSR and the first generation postwar Suburbans. |
 |
| The 'high tech retro' treatment of the early 50s "Advance Design" Chevy pickups also shows up in the Chevrolet SS concept car introduced at the 2003 shows, which may be the basis for the 2005 Impala. |
 |
| "We wanted to capture the sense that something big is happening at Chevrolet," said Kim Kosak, general director for advertising and sales promotion. The tone of the campaign will be upbeat, with bold colors, stirring music and a strong focus on both the features of each vehicle and its connection to peoples' lives. Said Kosak, "It's a clean approach that lets the vehicle dominate the message while also communicating the overall personality of Chevrolet." With that bright yellow SSR in the spotlight, Chevrolet is saying that it's going to be a big part of their personality. |