As such, these are exciting times to be Chevrolet’s ad manager. Not just because Jordan just climbed behind the wheel and took the reigns of the job a few months ago. Jordan will author campaigns that interweave culturally-relevant messages with iconic events that urban sophisticates and young trendsetters gravitate towards, and she will tie the campaigns like a bow around Chevy’s portfolio of metallic eye candy.
Things like this helped Chevy inspire intergenerational loyalty and make it General Motors‘ best-selling brand. And as the person who handles all the marketing strategy and creative development for Hispanic and African American markets, Jordan will work to speak to cultural subsets that metaphorically places a soft hand on their shoulders — as if to say “we understand.”
“We are looking at the African American woman and how to speak to her appropriately, understanding who she is, not just coming at her,” Jordan said, cognizant that women make the majority of purchasing decisions in a household. “There are a lot of advertisers who talk at her but don’t know who she is. We will talk to her in a way that she will accept and appreciate.”
When you strip away the sophisticated rhetoric and esoteric industry parlance, people just want to be made to feel special, and know that their unique cultural mores are going to be celebrated and valued. Jordan intends to do just that. Of course it helps to have head-turning whips at your disposal to get their attention.
“For African Americans, for Hispanics, it’s important that the vehicles are reflective of their style and who they are. And I think we finally have cars that are reflective of who they are,” Jordan explained.
Chevy, and GM for that matter, has experienced a renaissance that has helped it ricochet off the ground and stand with its back straight and its chin pointed toward the horizon.
“I think we needed it to rebound. I think we needed the products to be reflective of the messaging. So we can say that it’s stylish. We can say that it’s a great experience to be in the car and that the drivability is awesome. The consumer has to believe and it has to be true. Now, we have a proof point for that,” she said.
Yes, Chevrolet definitely does. –terry shropshire
