Like A Rock: The History Behind One Of Chevy Truck’s Unforgettable Ad Campaigns With Bob Seger – SlashGear

In 1988, General Motors had just come out with its GMT-400 truck platform. It has a production run of 14 years. But even more than 30 years later, the platform is still remembered fondly among GM fans as the trucks from Chevy and GMC were incredibly reliable, with easy-to-find parts. In its early days, Chevy wanted to give potential customers the feeling that these trucks were dependable and essentially worthy of a daily commute or a grueling day’s work on the farm or at a tough job site.

In 1990, an advertisement executive named Donald Gould, who was contracted to plug General Motors trucks, came across the titular Bob Seger song everyone is now familiar with, and he couldn’t get it out of his head. The phrase “Like a Rock” was exactly the kind of picture GM wanted to paint with this particular line of trucks. Seger, however, was initially hesitant to do advertisements for Chevy and rejected the offer.

After speaking to a plant worker for GM, Seger had a change of heart as he was reminded of his own time working for the car company. He relented and “Like a Rock” became the official anthem of Chevy trucks from 1991 to 2014.