Why Goodby's New Work for Chevy Is a Retread | Adweek  Why
Goodby's New Work for Chevy Is a Retread   Shortly after the
Chevy campaign from Goodby, Silverstein & Partners broke during
the World Series, Internet bloggers began making fun of the
spot's tagline, "Chevy runs deep"—some even called it the worst
of all time. Of course, the line gave them plenty to work with.
Such wanton use of the d-word conjures up, among other things,
Deep Thoughts, Jack Handey's parody of introspection and self-
help that ran on Saturday Night Live in the '90s—not to mention
Deep Throat. And how about deep do-do?  But what I find more
shocking is that Chevy left two agencies (one after 91 years!),
made the impulsive move of hiring Goodby without a review and
ended up with this campaign. It's a bad sign when the boldness
goes into the choice of agencies and not the work.  I find the
TV spots  ridiculously derivative and bland. Why go with
something this timid and backward looking? What was in that
brief? "We're looking for warmed-