"Max and Al are creative expressions of the confidence we have in Chevy trucks," said Tony Truelove, Silverado marketing manager, "and a lighthearted way to call out our competitors. We think Max and Al will connect with the heavy-duty enthusiasts who are passionate about the capabilities of their trucks, and ignite a lot conversation in the truck world."
The campaign is centered around a special dedicated website, which features Max and Al in the ultimate "man cave," complete with a pet bull, stone fireplace, and firemen poles. The website highlights features of the new Silverado HD, such as the all-new, fully-boxed frame, durability, and increased towing and payload capacity.
Chevrolet Silverado HD fans also can send E-cards to friends, while the mobile application allows fans to share "smack talk" videos, where Max and Al explain the differences between Silverado HD and lesser heavy-duty trucks. The Max and Al campaign will also include two TV spots, namely Stump and Bouncing Baby.
"Max and Al is a fully integrated, targeted campaign that speaks directly to truck enthusiasts," said Bill Ludwig, chairman and CEO of Campbell-Ewald (C-E). "This campaign is a complete departure from traditional heavy duty truck creative, driven by humor, to bring to light the insight of how the target relates to one another and to their truck."
There are two powertrains available across the new Silverado HD range, as follows: a 6.6-liter Duramax diesel configuration that is mated to an Allison 1000 six-speed automatic transmission plus a Vortec 6.0-liter with Hydramatic six-speed automatic gearbox. The model is offered in work truck, LT and LTZ trim levels, with prices starting at $27,965, which excludes a $995 destination charge.