Car News

Max and Al Say Chevy Trucks are More Manly

RELATED INVENTORY
Saving this vehicle to yourMy Autotrader account
Are you sure you want to delete?
Used 2011 Chevrolet Equinox LS
Used 2011 Chevrolet Equinox
$9,990
Saving this vehicle to yourMy Autotrader account
Are you sure you want to delete?
Used 2011 Chevrolet Silverado 1500 LTZ
Used 2011 Chevrolet Silverado 1500
$22,239
Saving this vehicle to yourMy Autotrader account
Are you sure you want to delete?
Used 2011 Chevrolet Camaro LT Coupe
Used 2011 Chevrolet Camaro
$13,991
Saving this vehicle to yourMy Autotrader account
Are you sure you want to delete?
Used 2011 Chevrolet Tahoe LTZ
Used 2011 Chevrolet Tahoe
$24,995
RELATED READING
See all Chevrolet Silverado 2500HD articles
RESEARCH BY MAKE
Toyota cars, trucks and SUVs Ford cars, trucks and SUVs Honda cars, trucks and SUVs Jeep cars, trucks and SUVs Nissan cars, trucks and SUVs BMW cars, trucks and SUVs Volkswagen cars, trucks and SUVs Mercedes-Benz cars, trucks and SUVs Chevrolet cars, trucks and SUVs
Acura cars, trucks and SUVs Alfa Romeo cars, trucks and SUVs AMC cars, trucks and SUVs Aston Martin cars, trucks and SUVs Audi cars, trucks and SUVs Bentley cars, trucks and SUVs BMW cars, trucks and SUVs Bugatti cars, trucks and SUVs Buick cars, trucks and SUVs Cadillac cars, trucks and SUVs Chevrolet cars, trucks and SUVs Chrysler cars, trucks and SUVs Daewoo cars, trucks and SUVs Datsun cars, trucks and SUVs DeLorean cars, trucks and SUVs Dodge cars, trucks and SUVs Eagle cars, trucks and SUVs Ferrari cars, trucks and SUVs FIAT cars, trucks and SUVs Fisker cars, trucks and SUVs Ford cars, trucks and SUVs Freightliner cars, trucks and SUVs Genesis cars, trucks and SUVs Geo cars, trucks and SUVs GMC cars, trucks and SUVs Honda cars, trucks and SUVs HUMMER cars, trucks and SUVs Hyundai cars, trucks and SUVs INFINITI cars, trucks and SUVs Isuzu cars, trucks and SUVs Jaguar cars, trucks and SUVs Jeep cars, trucks and SUVs Kia cars, trucks and SUVs Lamborghini cars, trucks and SUVs Land Rover cars, trucks and SUVs Lexus cars, trucks and SUVs Lincoln cars, trucks and SUVs Lotus cars, trucks and SUVs Maserati cars, trucks and SUVs Maybach cars, trucks and SUVs Mazda cars, trucks and SUVs McLaren cars, trucks and SUVs Mercedes-Benz cars, trucks and SUVs Mercury cars, trucks and SUVs MINI cars, trucks and SUVs Mitsubishi cars, trucks and SUVs Nissan cars, trucks and SUVs Oldsmobile cars, trucks and SUVs Plymouth cars, trucks and SUVs Pontiac cars, trucks and SUVs Porsche cars, trucks and SUVs RAM cars, trucks and SUVs Rolls-Royce cars, trucks and SUVs Saab cars, trucks and SUVs Saturn cars, trucks and SUVs Scion cars, trucks and SUVs smart cars, trucks and SUVs SRT cars, trucks and SUVs Subaru cars, trucks and SUVs Suzuki cars, trucks and SUVs Tesla cars, trucks and SUVs Toyota cars, trucks and SUVs Volkswagen cars, trucks and SUVs Volvo cars, trucks and SUVs Yugo cars, trucks and SUVs
RESEARCH BY STYLE
AWD/4WD
Commercial
Convertible
Coupe
Hatchback
Hybrid/Electric
Luxury
Sedan
SUV/Crossover
Truck
Van/Minivan
Wagon
ADDITIONAL MODEL INFORMATION

author photo by Autotrader November 2010

General Motors Co.’s Chevrolet brand is pushing its redesigned 2011 Silverado heavy-duty line-up with a light-hearted ad and social media campaign revolving around two guys in their man cave.

Actors’ Patrick Warburton and Craig Robinson star as Max and Al, respectively, touting the can-do features of the heavy-duty, full-size pickup, its Duramax diesel and Allison transmission.

Much of the focus is online at MaxandAl.com, where visitors can watch videos of the two men, send e-cards that take direct aim at owners of the segment sales’ leader, the Ford F-Series Super Duty. One available card compares the Ford to a baby girl. There’s also links to Facebook to befriend the guys, or to Twitter and YouTube.

Later this month, Max and Al will appear in the animated game called Heavy-Duty, available via their Facebook page. A free iPhone app for the game and download for the videos is also offered.

Related TV commercials will air during NASCAR broadcasts and targeted cable programming, such as outdoors, fishing and hunting shows, a Chevy spokesman said. The target buyer is male, with about half using their Silverados for work and the rest for recreational-related towing.

He added that although the pickup is all new for 2011, some exterior sheet metal stayed the same, so part of Chevy’s challenge was to get the word out about the Silverado HD’s improvements, including segment-best towing and payload, better acceleration, improved ride and handling and class-leading fuel economy.

There’s really only four competitors in the heavy-duty truck segment- the Silverado and sibling GMC Sierra, Ford’s F-Series and Chrysler Group’s Ram.

Ford’s entire F-Series line has been the U.S. industry’s best-selling vehicle for 28 years. Ford sold 434,920 F-Series’ light and heavy-duty models in the first 10 months of the year, 30% more than the same time a year ago, according to the Automotive News Data Center. Chevy’s Silverado sales also rose, but not as much, to 301,998 units, a 16% jump from the year-ago period.

Silverado’s heavy-duty trucks account for nearly 30% of the models total sales, but GM doesn’t give a specific break out in its sales reports.

Chevy’s truck blitz arrives a little over a week after GM’s U.S. Marketing Vice President Joel Ewanick said the brand would be putting more emphasis on its cars instead of its trucks.

Still, GM needs to stay competitive in the truck segment, which historically has brought higher profit margins to automakers.

Campbell-Ewald in Warren, Michigan, created the entire blitz. The ad agency had handled Chevrolet’s entire car and truck ad accounts for 91 years until April, when GM said it would move it all to Publicis. But after Ewanick arrived in May, he decided instead to split off the car business to Goodby, Silverstein & Partners, San Francisco, and leave the truck portion at Campbell-Ewald.

RELATED INVENTORY
Saving this vehicle to yourMy Autotrader account
Are you sure you want to delete?
Used 2011 Chevrolet Equinox LS
Used 2011 Chevrolet Equinox
$9,990
Saving this vehicle to yourMy Autotrader account
Are you sure you want to delete?
Used 2011 Chevrolet Silverado 1500 LTZ
Used 2011 Chevrolet Silverado 1500
$22,239
Saving this vehicle to yourMy Autotrader account
Are you sure you want to delete?
Used 2011 Chevrolet Camaro LT Coupe
Used 2011 Chevrolet Camaro
$13,991
Saving this vehicle to yourMy Autotrader account
Are you sure you want to delete?
Used 2011 Chevrolet Tahoe LTZ
Used 2011 Chevrolet Tahoe
$24,995
This image is a stock photo and is not an exact representation of any vehicle offered for sale. Advertised vehicles of this model may have styling, trim levels, colors and optional equipment that differ from the stock photo.
Max and Al Say Chevy Trucks are More Manly - Autotrader