That Mellencamp Chevy Truck Commercial
I've only seen the new Chevy Truck commercial twice so far, this one featuring John Mellencamp singing a new song, "Our Country" that replaces Bob Seger's "Like A Rock."
It will be interesting to see if there's any fall-out from the Mellencamp ode.
Truck commercials like to bathe themselves in red, white and blue (and mud brown) of the most Common Joe variety, not the patriotism of celebrating diversity, dissent and all that stuff. But the Mellencamp version, called "Our Country, Our Truck" and produced by Campbell-Ewald, is accompanied by video of Rosa Parks making history at the front of the bus, a Martin Luther King video possibly from his "I Have A Dream" speech, and what appears to me to be the last bizarre and sad V-for-victory salute by Richard Nixon just before he boarded the helicopter and headed for ex-Presidentdom.
The video montage segues eventually to an aerial shot of New Orleans after the hurricane and ends with video of the two beams of light that replaced the World Trade Center on the first anniversary of 9/11.
The song, meanwhile, in various verses celebrates religion that forgives, and attacks poverty and bigotry, and Mellencamp sings about his ability to "stand besides things I think are right…and the idea of stand and fight."
In a 30-second commercial, we're not hearing much of the whole song (I'm cribbing the lyrics from a music Web site, in fact), but what we are hearing, coming from a grassroots liberal like Mellencamp, coupled with the video, seemed more Pete Seeger than Bob Seger.
I wonder if this will sell trucks. I wonder if it might do just the opposite. (I suppose I also begin to see how 9/11 footage has become a superb selling tool.)
If you watch the baseball playoffs or NFL game, you're sure to eventually see the spot. Tell me what you think.
–P.J. Bednarski
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Aaron Davis commented:
Fortunately for Chevy, their target demographic (generally speaking-for that is the intent of demographic research), lacks the education and political analysis skills required to take a .75-second long shot of Nixon, and associate it with much of anything except a little mud on your flag. He may be portrayed as a hero for ending Vietnam, or he could be a slime who DID know something about Watergate prior to it going public. Either way, it was a serious struggle for our nation immediately thereafter, much like 9/11, and much like the struggle of Martin Luther King, Jr. for civil rights. Finally, it's about the guy who drags it out of bed everyday, and struggles to "
chad commented:
i guess it hasnt been selling trucks; the asian auto companies rule supreme in the domestic market
dave commented:
dump Mellencamp from chevy ads now. i guess my new truck will be a Ford.
Not Deaf commented:
Those Melon-camp songs and commercials are quite possibly the most horrific trash seen on the airwaves since Dr. Pepper Meat-loafed me to death.
I'm petrified to watch sporting events without my remote 'in-hand', knowing soon enough, their heinous auditory assault will begin, and I'll have to switch channels a.s.a.p. I'd buy two Ford trucks if it would help stop those stupid Chevy commercials.
Bill in Vero commented:
I need the words to the chevy commercial version of this great song. I think they're slightly diferent than the lyrics originally written.
If somebody could please help me out of this...send the lyrics to ATLpaladin@bellsouth.net
Thanks
gene lerner commented:
I always enjoyed music or ballads which have a message. I especally like videos which focus on God, family and country. I don't like rock, but like the "country "video of Von Jovi "You can not go home" for example. I don't know what Meloncamp's moavation in writting the song even though I understand why. To tell you the truth, I don't care. I am a conservative, voted GOP since Ford and believe in the american way. I love the video looking at all the history in the movie. Which is why I liked "Forrest Gump" and "Nationial Treasures." I also have not ever bought a Chevy as I am a Ford person, but I still love the song. Including the video on Sunday Night Football. In reality, THIS IS OUR COUNTRY!!!! And I am proud to be alive in it!!!
Ek commented:
I think the ad is good. it shows that america has gotten through everything so far and will continue to get through everything else. it was also good by chevy to use mellencamp. i mean think about all of his songs and how they are about the heartland that was smart by them.
Dave commented:
Chevy has sold out all the good people of New York and New Orleans. Mellencamp, like so many these days, has sold out on his art. The people should be appalled by these ethical lapses! The only problem is, the people are mesmerized by the pretty, new truck.
Jane commented:
This is our country--that makes it our right to buy Chevy trucks, too. All the things you see in the ads combine to make America. I'm glad to say we are a Chevy family--the newest comes from seeing this ad! A great song pulls at the heart for all of us--
Curious Georgia commented:
Where can I watch the video besides television?
SO SICK OF IT commented:
I watched football all day today 11/5 and heard Mellencamps Chevy song on commercial about 25 times. Now on sunday night football I've heard the song and seen the commercial 4 times and its only the 1st quarter. Im so sick of the song now Ive hit the mute button everytime it comes on.
I dont think buying a chevy shows patriotism. Its just another company trying to capitalize on feelings that have nothing to do with their product.
Overplayed! commented:
they are overplaying the heck out of that commercial! I can't stand watching football anymore! Every commercial break has this song!
Arrghhh! Its a fine song, but it really starts to suck after the 100th forced viewing.
greg commented:
Is it just me, or does it sickening to use 9/11 and Katrina to sell trucks? There isn't an excuse or reason to justify it, none. And yes, what was the ad for? I'm anti-war and my wife owns a Chevy truck. It didnt inspire me on either fronts.
No, I don't need to "respect the balls" of someone who trivializes good causes (civil rights, anti-war, etc.) This commercial was a way to sell trucks and to market Mellencamps new CD. Bad press is better than no press at all...
And if he is anti war, anti establishment as everyone says he is, why did he decide to sell, yes I don't think he gave them the rights to the song for free, his message through the biggest car company in the world?
Commerical aside, the song sucks.
aggie commented:
Iam up in Canada and love the spot, i actually thought it was a band called Shooter jennings
MBK commented:
I love the song. I object to their all spanish commercial.
Cougar commented:
Here are the lyrics. Decide for yourself:
Well, I played at ol' Farm Aid,
but that don't pay.
Sang some songs against the war
but that was a bore.
Now I'm broke, I realized.
Ideals are vaporized.
I need some money.
From GM's bloat
to my bank vault
down the sellout highway I go.
I need some money.
BeamMeUpScotty commented:
I loved the commerical. It teaches tolerance. However, if Chevy thinks Billy Bobs who hate Blacks will buy a Chevy truck - they had better think again.
Alice J commented:
I have never thought of buying a truck of any kind - but the new John Mellencamp song and commercial are just inspiring! I loved it.
Senator commented:
Smells like desperation ... shameful and clumsy emotional manipulation on the part of Chevrolet, hypocritical use of Detroit ad muscle to squeeze out one more hit by Johnny Cougar. Despicable.
Only in the USA commented:
Great song and great for this country. Love it or leave it.
Un-Bias commented:
Seger or Seeger, this collaborative effort was obviously made to sell trucks and tunes. Please see it for what it is and try not to bring politics into it.
fullofsheep commented:
what politics are going on here?? it looks like it was made by the RNC. flag waving, jingoistic, patriotic, watered-down crap. playing a series of unrelated and arbitrary events and relating it to a truck
Aaron commented:
This commercial is a disgusting way to promote a truck. What do the values of a truck have in common with the value of Martin Luther's speech or the suffering of those who were affected by Katrina? Shame on you Chevy for knowing America's weakness for patriotism and attempting to exploit it by not-so-subtly connecting some of our most incredible moments with a TRUCK!
mimilah commented:
Help - my husband says JM is not singing this - I say he is. I bet dinner tomorrow night on this - someone prove me right!
G Thorsby commented:
I like the song. The pictures are to say the least confusing especially when I see Katrina and then the 9/11. It has a soldier and what appears to be a farmer which is great. The message that this is our country but I would like the pictures to be those that make me feel good so I would want to buy, not reflect on our mistakes of oppression.
3Guys commented:
It's offensive that Chevy thinks it can co-opt 9/11, MLK, and Rosa Parks to sell trucks. The worst kind of vapid, self-indulgent, self-important advertising that degrades everything we stand for.
PC commented:
Personally, I think it's a simple song (what? 3 chords?) and a load of crap. I'll never buy a Chevy truck now.
PJB commented:
To all who wrote, thanks. I didn't remember to activate the gizmo that allows comments to get posted. And to the writer who points out the song isn't new, sorry again. I wrote this after seeing the commercial twice, and didn't know much of the history. And to any of you who thought I was disturbed by the commercial, quite the contrary. I just don't know how the rest of America will feel about it. I wasn't too crazy about the 9/11 shot, though. Let's leave that out of commercials.
Great Ad commented:
I think the ad is great and says that being truly patriotic means recognizing our flaws and overcoming them.
Bruce Mc commented:
I love the song and liked the commercial although I'm never thrilled to see ledgends resort the commercializing their talent. Mellencamp doesn't need to go commercial, his music and message deserve a high level of respect. Even if you don't agree with his politics you have to respect that he has the balls to express his opinion and excercize his freedom to speak. I'm a huge fan and will be until I die, I hope he releases the song someday.
Bob Stinson commented:
That video begins with football, Lombardi,Unitas,Butkis,history,civil rights, youth football,peopls' pick-up trucks&work. Go to his website&see why he wrote the song.That song & video,make the hair on my neck stand up.He wrote that song years ago.Get the facts straight!
SSE commented:
This is a great commercial, and makes me want to buy a new truck. The look of the new truck is also great.
bob commented:
What was the ad for? there was a Chevy truck somewhere in there, or was it a VH1 video
Bill Viar commented:
Meloncamp and his anti-war bull cannot sell trucks, Chevy should
stay with Seger.buz