In 1988, General Motors introduced the GMT-400 truck platform, which remained in production for an impressive 14 years. Even today, more than 30 years later, GM enthusiasts still hold a fond memory of this platform. Chevy and GMC trucks from this era were known for their reliability and easily accessible parts. Back then, Chevy wanted to convey to potential customers that these trucks were not only dependable but also suitable for daily commuting, demanding farm work, or tough job sites.

In 1990, Donald Gould, an advertising executive hired to promote General Motors trucks, stumbled upon the popular Bob Seger song that we now associate with the ad campaign. The phrase “Like a Rock” perfectly captured the image that GM wanted to project for their trucks. However, Seger initially hesitated and declined the offer to do advertisements for Chevy.

It was not until Seger had a conversation with a GM plant worker that he had a change of heart, prompted by memories of his own experience working for the car company. He eventually agreed, and from 1991 to 2014, “Like a Rock” became the official anthem of Chevy trucks.

If you’d like to read more about this ad campaign, visit the source article here.