Critics say the campaign is too much brand, not enough product. The "Chevy Runs Deep" campaign has received lots of criticism. Some say it errs in emphasizing branding over product. Others say it fails to give rational reasons to buy a Chevy. But Kevin Mayer, advertising and promotions director for the brand, argues that the push, which is nearing its one-year anniversary, is doing exactly what General Motors and its agency, Goodby, Silverstein & Partners, intended: It's a campaign "anchored on heritage, but not incumbent on heritage."
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