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The approach is “meant to signal that the all-new Silverado is designed and engineered for every facet of America,” Edwards says. That includes Silverado loyalists as well as a new generation of urban-dwelling pickup truck buyers who tend to be younger and more diverse. Often, they are trading in their SUVs or crossovers for pickups, he says, because modern trucks offer the same drivability as SUVs but they also portray an image of “freedom and empowerment,” he says.

One ad, called “Official Truck of Real People,” plugs the Silverado as suitable for a vast range of uses, including commuting to work, hauling gear to a high-school football practice and carrying bales of hay.

Another spot called “Tailgates” leans into Chevy’s 100-year-old pickup truck history, showing stuff being loaded in the back of Chevy trucks. The ad, which begins with a 1935 Chevy pickup scene in black-and-white, was shot in a way to create a vintage appearance.

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