NEWS SUMMARY: Chevy adopts new global ad campaign

AP News
Posted: Jan 08, 2013 3:29 PM

NEW TURN: General Motors' Chevrolet brand is dropping its "Chevy Runs Deep" campaign and replacing it with the tagline "Find New Roads," saying that it's better geared toward overseas customers.

TOO SHALLOW? GM unveiled the "Chevy Runs Deep" advertising campaign in the fall of 2010. The ads drew on the brand's 100-year history and were narrated by movie and TV star Tim Allen, but failed to resonate with customers.

IN GEAR: The new slogan will be used in the brand's advertising starting in the U.S. this quarter.