Chevrolet Reintroduces Nostalgic “Heartbeat of America” Campaign for America 250 

For the summer of this 250th anniversary of our Country’s founding, Chevrolet is dusting off some of its past ad campaigns that explicitly connect the Chevrolet brand with its home country. Michael Hohl Chevrolet is pleased to share the details.  

Specifically, Chevrolet is reintroducing the Heartbeat of America song and campaign, which ran from 1986 to 1993, with a more modern take. It aims to emphasize how Chevrolet has been woven into the fabric of this country. Indeed, Chevrolets have been taking Americans where they want to go for 115 years. That isn’t quite half of the U.S.A.’s existence, but it is getting close.  

“‘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 song is paired with authentic heartbeat recordings from people whose lives have unique narratives. These include Tootsie Tomanetz from Texas, a renowned 91-year-old female pitmaster behind Snow’s BBQ. She recalled the original Heartbeat campaign and is excited to participate in its revival. Also featured is Josh York, founder of Detroit-based apparel company Soft Goods, who established his business to create local jobs and opportunities. Having grown up in the suburbs, Josh recently bought a suburban for his expanding family. Lastly, Spencer, a Kansas native, Silverado owner, and creator of SB Mowing, shares videos of free lawn makeovers for families and residents in need. With no room to feature them in the ad, their stories will be shared across social media during the campaign. 

With the heartbeats and rocking anthem behind it, the campaign shows clips of all forms of American life, but with an emphasis on communities coming together for a common purpose or just to enjoy one another, and Chevrolet playing its part in getting people there or helping bring what is needed. At the center of the campaign is a simple idea: America’s heartbeat is its people.  

The ad is not for any particular models but is rather a brand-side spot showing several models, including the Bolt, Trax, Equinox, Equinox EV, Traverse, Colorado, Silverado, and Silverado HD. While the slices of life appear to come from across America, filming was primarily in Texas and Maine. 

The song has been recorded by numerous artists over the years, but for this campaign they called on the Red Clay Strays, a Mobile, Alabama, group, for the anthem behind their newest ads. 

The Red Clay Strays are a natural fit for the campaign – with a repertoire of songs that spans Americana with country and its core but also carrying elements of rock and soul. The timing boosts the momentum of the award-winning group, which has been gaining speed since they 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.” 

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.  

Earlier this year, Chevrolet collaborated with emerging country singer Brooke Lee to reinvent the classic song “See the USA in Your Chevrolet.” This jingle is among the most iconic advertising tunes in American history and became a cultural hit when Dinah Shore ended her TV shows with it in the 1950s.  

“Baseball, Hotdogs, Apple Pie and Chevrolet” was another famous Chevrolet advertising jingle that has been reintroduced for the summer.  It first aired in 1975 and helped set the stage for Chevrolet being America’s favorite car for the country’s Bicentennial 50 years ago. 

Chevrolet isn’t just celebrating America 250 with advertising.  It has introduced a special Stars & Steel edition, available on five U.S.-assembled models: Corvette, Silverado EV, Silverado LD, Silverado HD, and Colorado. For each Stars & Steel vehicle sold, Chevrolet will donate $250 to nonprofits supporting veterans and military families. 

We don’t expect you to decide to buy a car because of a catchy advertising campaign but it is a reminder that whoever you are and whatever walk of life you have taken in this country, Chevrolet has a vehicle to help you.  You can see them all at Michael Hohl Chevrolet in Carson City, NV.