A woman and her truck

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This seemed like an interesting twist on a brand campaign.  The Chevy Silverado has a very tough, masculine image (as most trucks do).  Its current campaign, created by Leo Burnett, is called “Strong”  and within that are number of spots centering on the theme “A Man and His Truck.”

However, the most recent ad in this campaign features “A Woman and Her Truck.”    The central character is a female rodeo competitor who uses her truck to transport her horse from one venue to another.

Although there may be a very small risk of “feminizing the brand,” this spot seems to do a nice job of breaking category conventions.  What do you think?