A Nashvillian’s Song Adopted By Chevy, Co-Opted By Boston Red Sox Fans

Will Hoge's "Strong" rings with authenticity and celebrates a self-reliant working man. It seems a perfect match for a Chevy truck commercial. Image: YouTube

Will Hoge’s “Strong” rings with authenticity and celebrates a self-reliant working man. It seems a perfect match for a Chevy truck commercial. Image: YouTube

Nashville songwriter Will Hoge’s anthem “Strong” was selected by Chevrolet recently to sell Silverado pick up trucks.

The commercials were in heavy rotation and all was going smoothly until Chevy inadvertently injected the song into a spat between St. Louis and Boston.

According to autoblog.com, Chevy planned a promotion in game 5 of the World Series that entailed fans at Busch stadium in St. Louis holding up cards that, when displayed en mass, would spell the words “Silverado Strong”. The promotion was planned before it was known that Boston would be playing in the series.

You see, Boston has had a unique relationship with that word “strong” ever since last year’s Boston Marathon bombing. The phrase “Boston Strong” became a rallying cry for the city coming together after the tragedy. #BostonStrong is still popular among Twitter users eager to extol Boston’s virtues.

Out of concern that the fans of Boston might misread its “Silverado Strong” campaign as a play on the phrase “Boston Strong”, Chevy pulled the World Series promotion, but not before some Red Sox fans saw a mockup of what the promotion would look like on Reddit. Woops.

(There’s probably a deeper point to be made here about the co-opting of language. Linguists, feel free to theorize on this in the comments section.)

The latest twist? In a video (see below) posted this weekend by Southern New England’s “Cat Country” 98.1-FM, Will Hoge’s song plays triumphantly behind a montage of Red Sox World Series triumph.

So, take that Chevy.

Sidenote: There’s yet another connection between a Nashville songwriter and the 2013 World Series winners. The Tennessean reported that the 2013 Red Sox team’s trademark beards are celebrated in this song by Nashville’s Tim Montana.


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