The aggressive marketing campaign for the redesigned Silverado highlights the fight between the Chevrolet truck and its rivals from Ford and Chrysler. The Silverado targets the 2014 Ford F-150 and the 2014 Ram 1500.
The song is entitled "Strong" and debuts on July 4 as a music video, digital download and in a television commercial.
"The lyrics to Hoge's song speak to the strength of hard-working, honest and dependable men and women," said Chevrolet in a statement. "Also, a tone of American pride is reflected in the launch date of July 4."
The song's lyrics include: "Everybody knows he ain't just tough. He's strong."
Tennessee-born Hoge is known for such songs as "Better Off Now (That You're Gone)" and "Not That Cool."
The marketing campaign begins in Texas, where one of every six pickups in the U.S. is sold and then rolls out throughout the country in the second half of 2013. Automotive News pegs the cost of the ad campaign as more than $300 million, although Chevrolet has not put a price tag on the effort.
The Silverado ad is reminiscent of the emotional "Farmer" 2013 Super Bowl commercial by Chrysler.
Chevrolet has relied on music to sell its trucks, most memorably with the Bob Seger anthem "Like a Rock," which was used on previous Silverado advertising.
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