The Chevy Silverado 'A Woman and Her Truck' Ad is Masculine

By: Claire Carstens - Published: Jul 24, 2013 • References: chevrolet &
In a follow-up to the launch of the Chevy Silverado advertising campaign, 'A Man and His Truck,' the latest spot targets women, who make up roughly 15% of buyers.

Created by Leo Burnett Detroit, 'Her Horse' tells a more multidimensional story about pickup owners, shining a light on the pickup women. The campaign spans TV, print, digital, social, CRM and in-dealership, and will be in-market throughout the remainder of 2013.

It's great to see a campaign that targets women as strong individuals, who also drive trucks and have a strong sense of independence.

•Client/Ad or Campaign: Silverado – A Man and His Truck
•Agency: Leo Burnett
•Global Executive Creative Director: Steve Chavez
•Executive Creative Director: Steve Silver
•Art Director: Jack Crifasi, Dave Ayriss
•Copywriter: Steve Silver, Cameron McIntosh, Ron Saltmarsh
•Senior Producer: Adam Simmons
•Production Company: Anonymous Content
•Director: Frederic Planchon
•Editorial: WORK
•Editor: Rich Orrick
•Music Company: Earhole
•Director of Photography: Patrick Duroux Stats for Strong Female Truck Campaigns Trending: Older & Warm
Research: 1,775 clicks in 147 w
Interest: > 3 minutes
Concept: Her Horse
Related: 66 examples / 51 photos
Segment: Neutral, 18-55+
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