Chevrolet was looking for a new song to drive the Silverado campaign. Bob Seger's "Like a Rock" was the first song to hold the spot. It was part of the campaign from 1992-2004, but is still identifiable with the brand nearly a decade later. After that, Chevy used John Mellencamp's "Our Country" in a 2006 campaign.

Now it's Grammy nominated Will Hoge's turn. His new song "Strong" will be everywhere as part of Chevrolet's new Silverado ad campaign.

The latest Silverado anthem was created with pickup truck drivers and their values in mind. The people who appear in the video are not professional actors, and most are Chevrolet owners themselves. The lyrics to Hoge’s song speak to the strength of these hardworking, honest and dependable men and women.

Watch this extended ad featuring “Strong” by Will Hoge: