Built like a rock.

I have to give credit where credit is due.  I did not write this.  Jesse did!  Right now we are both are mourning the loss of dad, ironically, I put this on my blog to post three days before dad unexpectedly died.  I loved it, as it was the way my dad lived, the rock that we all leaned on, needed, and loved.  We are trying to find things within ourselves that we have not had to hunt for.  We all are seeking for things we haven't had to find.  We have always had the rock (no matter how many miles) to lean on to find those things that we were missing, now he is gone.  What we must remember is we are still family, from birth to death, no matter what.  This is what he wanted, more than ever, despite what happens, us to stick together.  In the moments of his last breath, with Nicki on his other side, Jess on our minds, and many other family members in the room, I PROMISED dad one thing.  That NO MATTER what I would do EVERYTHING in my power to keep us together.  I will not let down my promise to him!  Family forever, no matter what.   

I love you guys! 


"'BUILT LIKE A ROCK!"  When I see one of your TV commercials, I tend to laugh out loud. I always make fun of the cowboy driving through the only big mud hole in sight;, the farmer using his Chevy truck while mending his range fences; or the construction worker hauling something ridiculously heavy.  I don’t do this to detract from the commercial or because I don’t like the Chevrolet brand, actually quite the opposite.  Let me explain.  

I grew up with my Dad's Chevy trucks.  He has been a Chevrolet man for as long as I can remember.  You see, I am like most little boys; I imagined my dad was Superman.  He could do anything, fix anything, build anything and his Chevy was always there to help.  I knew that he always made the right choices even down to the kind of truck he drove.  Now, my family has had many vehicles over the years, even some different makes and models, but there was ALWAYS a Chevrolet truck in the driveway.  My dad still owns the one I remember the most....his beloved 1991 Silverado. This was the very first (and I'm sure the last) truck that my Dad bought brand spanking new showroom floor.  He was, and still is, so very proud of that truck.   When you created the slogan “Built like a Rock”, you must have meant that particular Silverado!

My dad is very much a family man.  When he purchased the 1991 model, it was meant to be a “dual purpose” truck.  You see, my dad owns a small business and the truck had to be 'flexible' enough to help out with the business, as well as accommodate a young family.  Being a local small business owner, my father made his living (and still does) by the sweat of his brow and strength in his hands.  His business, H & A Sales in Ogden, Utah is a simple, very small, family-owned used  appliance business.  There are no company bells and whistles or free hot dogs on Saturdays, just honesty and fair prices.  My Dad  depended on his Chevy day in and day out.  It was the service call truck, the appliance delivery truck, the scrap pile truck, the do-it-all truck and, at the end of the day, that truck served a family too.  During the last 22 years, I have seen it pull stumps from the yard, pick up home repair supplies from the store, support family vacations by pulling a trailer and boat, help neighbors, pull up fences,  haul hay, straw and feed for the cattle, deliver large appliances, and much, much more. I have even seen it loaded down with 8 full size refrigerators (on several occasions).  Visually, the years have taken a toll on this old beast, but it continues to work, just like my father.  I moved away from my hometown 5 years ago but recently returned to visit my Dad.  His health is reclining and he recently spent some time in the hospital.  He was anxiously waiting to get back to work.  He works not because he has to financially (although his retirement income is very small), but because he enjoys it and it keeps him moving.  When I rounded the driveway to my Dad's home, I saw a familiar sight, that 1991 Chevrolet.  Now, the paint is faded and chipped away, the interior is pretty much falling apart and there are a few more dents and dings then I remember, but after over 500,000 miles it still runs and goes to work almost every day...just like my Dad.  Mechanically speaking, it has worn out 3 transmissions, a few alternators and water pumps, but still it hasn’t had any “real” engine problems.  In fact, it struck me as strange, almost symbolic, that it was still there.   I realized the truck was just like my old man, a rock, something strong and dependable. 

Now, I think if you want to sell your audience on Chevy trucks, on a brand that “runs deep,” show them the history behind a truck like my Dad's.  Don’t show them the shiny new Silverado pulling the boat; show them the one that has been in the family for almost 25 years.  Don’t show them the brand new Silverado without a scratch; show them the one with over a dozen dents, well-earned battle scars.  Show the “new generation” our father’s trucks....a TRUE legacy that Chevrolet can boast.  Show them the old and the new, one that has “been strong despite all the roads ahead.”  THAT should be your new advertising campaign!

                                                                Sincerely,

                                                                  Jess Bidlack

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