Chevrolet is bringing back an old ad campaign, with a new twist:
CHEVROLET is reviving a popular 1970’s campaign featuring the musical theme “Baseball, hot dogs, apple pie and Chevrolet,” which is being substantially updated to reflect the significant changes since then in baseball, Chevrolet and how marketers communicate with consumers.
The hot dogs and the apple pie stay pretty much the same, although they are being joined by contemporary treats like goat cheese pizza, bottled water and mochaccino.
The campaign, now under way, has a multimillion-dollar budget. The ads acknowledge with a big wink all the major differences in Major League Baseball since the Bicentennial.
The signature jingle, sung by an enthusiastic, all-American chorus, now includes lyrics that also salute “free agents, rally monkeys, fantasy leagues and Chevrolet” along with “frozen yogurt, skyboxes, camera phones and Chevrolet” ? not to mention “face painters, satellite radio, endorsement deals and Chevrolet.”
The goal is to convey a sentiment voiced by an announcer in the first round of commercials: “Apparently, baseball’s changed a little over the years, but not America’s love of the game ? or love for Chevy.”
The subtext is that Chevrolet has changed during that time, too, and for the better, just as baseball purists have come to accept changes described in the new jingle, like retractable roofs, team mascots and “broken curses,” a reference of course to the Boston Red Sox’s finally winning the World Series in 2004.
The irony is that America has changed so much since the 70’s that you’ll probably find more Honda’s than Chevy’s in the parking lot of the average baseball stadium.
June 30th, 2006 at 9:07 am
?Apparently, baseball?s changed a little over the years, but not America?s love of the game ? or love for Chevy.?
The announcer may say this, but I have to think their profit/loss statement every quarter sings a different “jingle”.