DETROIT – Today Chevrolet reintroduces “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, Alabama, 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.”
Music has always been part of Chevrolet’s story. More than 90 years ago, Chevrolet offered its first factory-installed radio to customers. Over the decades, Chevrolet’s connection to music has grown, with the brand organically named in thousands of songs across genres, and Chevy trucks holding a particularly strong place in country music.
At the center of the campaign is a simple idea: America’s heartbeat is its people. This new chapter honors everyday doers – many from longtime Chevrolet families – by weaving the sound of their real heartbeats into the music itself.
Those authentic heartbeat sounds belong to a few notable people who are the heartbeat of their communities. They include Tootsie Tomanetz of Texas, the legendary 91-year-old female pitmaster behind the famous and award-winning Snow’s BBQ, who remembered the original ad and is excited to be a part of the rebirth. Also, Josh York, founder of Detroit-based apparel manufacturer Soft Goods, who built his company to create jobs and opportunity in his hometown. Josh grew up in a Suburban, and recently purchased a Suburban for his growing family. And last but not least, Spencer, the Kansas-native creator behind SB Mowing, whose videos spotlight free lawn transformations for families and residents in need. Spencer’s personal Silverado is a key enabler to his business. Their stories will be featured on social media throughout the campaign.
Scenes for the commercial were filmed in Texas and in Maine, and include the Chevrolet Bolt, Trax, Equinox, Equinox EV, Traverse, Colorado, Silverado and Silverado HD.
The “Heartbeat of America” revival is part of the brand’s broader America 250 initiative – a yearlong campaign that honors the people, places and values that continue to shape the nation. With more than 115 years in the U.S., and nearly 3,000 dealers across the country, Chevrolet is woven into the fabric of America.
Earlier this year, Chevrolet collaborated with rising country music artist Brooke Lee to reimagine “See the USA in Your Chevrolet” song. That campaign also marked Chevrolet’s third time placing a vehicle on top of Castleton Tower in Moab, UT. This summer, the brand also reintroduced “Baseball, Hotdogs, Apple Pie and Chevrolet” as a social campaign, inviting fans to create and share their own content with the classic characters. Chevrolet also launched a special Stars & Steel edition available across five U.S.-assembled nameplates: Corvette, Silverado EV, Silverado LD, Silverado HD and Colorado. For every Stars & Steel vehicle sold, Chevrolet will donate $250 to nonprofits supporting veterans and military families.
The “Heartbeat of America” song performed by the Red Clay Strays is now available on all major streaming services, and the campaign’s broadcast advertising begins airing today.
