I know that auto manufacturers do regional advertising, but here in the Pacific Northwest in the, "love you, want you, got to have you," ad campaigns they do show a red Avalanche.
I agree that Chevrolet needs to change the message in the Avalanche advertising. The, "change for the dollar ad," was very clearly effective. I don't think many of us haven't been asked change for a dollar or some other theme - but it's time to move on. Change for a dollar is not whattz up.
IMHO one of the most effective ads that Chevy did was on the S-10 Blazer around 1995. In the ad they showed a real life situation. A person picking up a new washing machine and it being loaded, box and all, in the back of their Blazer. Message - I'm versatile.
Personally I think a great ad would be someone stopping to pick something up bulky and loading it up in their Avalanche - maybe during bad weather with a person in a regular pickup looking on. Another situation might be some one picking up something very expensive, loading it in the back and then going to another store, where the person in a regular pickup is up the creek. Translation, I'm versatile like an SUV, I can carry stuff like a truck and keep it secure at the same time.
Although running through the desert stirs a lot of emotion, it doesn't reach you IMHO.
I think the best new line of truck/SUV ads on the planet was the Nissan Xterra campaign from 2000. They took a popular song, tied a simple message around it, and showed the Xterra being engaged and used in popular sport activities. Message was clear, I can help you get away to do the things you like to do - and I'm not a wimpy SUV that you'll be afraid to get dirty.
GM should shift gears in their ads. BUT, I've seen six different Avalanches in the last week. I was enjoying being the only kid on the block with one!!!