Why Chevrolet Uses 'Big Rock Candy Mountain' in Their Pickup Truck Commercials: Understanding the Marketing Strategy
When Chevrolet unveiled a commercial featuring their full-size pickup trucks with the jingle 'Big Rock Candy Mountain,' it sparked a lot of discussion online. The unexpected twist of including a cat as a hired hand instead of a dog is just one aspect of what makes this commercial intriguing. However, the choice of song itself raises questions about the brand's messaging and the audience it is targeting.
Introducing 'Big Rock Candy Mountain'
The commercial is a fusion of two unexpected elements: a well-known American song and a modern twist involving a cat. The choice of the song 'Big Rock Candy Mountain' is not just a random selection; it serves as a tool to evoke a particular mood and set the stage for the brand's message. However, for those who are aware of the original lyrics and context, there are layers of meaning that could be perceived differently.
The Unexpected Choice: Cat Herding Cattle
Most viewers might not notice the cat herding cattle and doing other traditionally dog-related tasks. This is what makes the commercial interesting. The juxtaposition of a cat in the role of a working ranch animal subverts traditional expectations, prompting viewers to pay attention to the unique aspects of the commercial. The commercial succeeds in making a statement, either consciously or not, by using this unexpected element to grab attention.
The Role of Music in Branding
The use of a song like 'Big Rock Candy Mountain' serves to set a specific tone and mood. While the sanitized version by Gene Autry is an iconic American tune associated with dreams and adventures, the original lyrics offer a more complex narrative. The original version, which includes references to child molestation, traveling in pairs (younger and older), and references to sadism and sexual exploitation, provides a stark contrast to the sanitized and romanticized versions we often associate with this song.
Brand Image and Audience Perception
Mercedes-Benz's approach, using a song from 'Cannibal Corpse,' is markedly different. The choice of a notorious metal band for a car commercial would likely alienate a large portion of the audience. In contrast, Chevrolet's use of 'Big Rock Candy Mountain' reflects a brand strategy that aims for a middle ground: a recognizable, nostalgic tune that can still evoke strong, positive emotions without alienating potential customers.
Audience Awareness and Perception
The commercial's success lies in its ability to elude the scrutiny of most viewers, who are more likely to be drawn by the novelty of a cat doing ranch work than to notice the nuanced lyrics of the song. Most people may not be aware of the original, more disturbing lyrics, and they might not realize that many songs we hold dear have multiple interpretations or original contexts.
One example is the song 'Born in the USA' by Bruce Springsteen, which many people mistakenly believe is a patriotic anthem. This further underscores the importance of context and awareness in interpreting such cultural references. Similarly, Chevrolet's commercial choice of 'Big Rock Candy Mountain' relies on the viewer’s familiarity with the sanitized version and their ability to engage with the broader cultural narrative.
Conclusion: Balancing Traditional and Contemporary
Ultimately, Chevrolet’s use of 'Big Rock Candy Mountain' in their pickup truck commercials is a strategic move that balances traditional and contemporary messaging. It evokes a sense of adventure, freedom, and possibility, which are essential attributes consumers associate with full-size pickup trucks. By using a recognizable, yet contextually rich song, Chevrolet can appeal to a wide audience while still making a bold and interesting statement.