DETROIT – Chevrolet has reintroduced “Heartbeat of America,” a classic advertising campaign from the 1980s and 90s.
Reimagined with the sounds of The Red Clay Strays, a rock band from Mobile, Ala., the campaign takes a modern creative approach while still reminiscent of the original version sung by a beloved Motown artist from Detroit. The song incorporates the real heartbeat sounds of Americans across the country in Texas, Detroit and Kansas as a way to celebrate those who represent the heartbeat of America, and are making an impact in their own communities.
Just in time for America’s 250th anniversary, the new campaign marks an evolution of a Chevrolet tagline that reflects the brand’s connection to the country. Running consistently from 1986 to 1993, “Heartbeat of America” is one of Chevrolet’s most recognizable campaigns and has been recreated by numerous artists over the years
“‘Heartbeat of America’ has always celebrated Chevrolet’s connection to the people and communities that shape this country,” said Steve Majoros, chief marketing officer of Global Chevrolet. “Chevrolet owners have always been the people that show up, the DIYers, the helpful neighbors – the true heartbeat in their communities. This campaign honors our customers.”
The Red Clay Strays and Chevrolet are a natural fit – both sharing the same values of hard work and building community. The band’s sound spans across country, rock and soul, and that range helps strike the balance of a modern sound while still honoring the nostalgia of the original. The timing also adds to the momentum: The fast-rising awarded group recently released their new album, “Grateful,” earlier this month.
“It’s an honor to be part of something with so much history behind it, while helping bring it forward in a way that feels true to who we are,” said The Red Clay Strays. “What drew us to this project was the chance to celebrate real people and communities.”
