Chevy Puts Music in the Drivers’ Seat for Its Marketing

Rival Sons’ “Pressure and Time” has been out for well over a decade, but its recent usage in Chevrolet’s “Adventure is Everywhere” Silverado ad has helped lend the track some new life.

Since the new TV ad debuted on Dec. 9, 2022, Spotify users have streamed the song more than 12 million times, according to data from Songtradr, while reaching its highest popularity on the platform compared to the last year. Its commercial usage has also coincided with some popularity on TikTok as well.

TikTok streams of “Pressure and Time” have more than doubled since April 2022 and have increased 53% since the ad’s debut. Rising popularity on both TikTok and Spotify helps lend validity to Chevy’s song choice, while growing brand affinity with each stream.

“Pressure and Time” isn’t the only song in Chevy’s current TV ad rotation. The brand is utilizing Fleetwood Mac’s “Everywhere” as well to support its electric vehicle line. Since the most recent version of the ad debuted in early February, “Everywhere” increased its Spotify popularity score from 64 to 70, putting it in the top 30% of tracks on the service, while streams have increased by just over 5%.

Chevy utilizes Tedeschi Trucks Band’s “Anyhow” to similar effect in its more recent “Walk Away With Me” spot. Like the preceding spots, the song checks some key boxes in terms of its sonic characteristics – and the emotions they can spur from potential customers.

Songtradr data shows that all three songs score well for “danceability,” while also scoring for “energy” and “liveliness.” By opting for similar songs in many of its ads, Chevrolet develops a sonic profile that fits its brand – and appeals to its target customer base. The similar sounds also help tell the larger story of the Chevy brand, as one that has certain emotions or sentiments that perhaps consumers want to feel part of.

For more on how brands can create connections between music selections and consumers, visit Songtradr.