Join a convoy of tough Chevy trucks as they make the trek from Michigan to the Southern tip of Baja California in this original 1963 film campaign.

As we’ve seen before here at Mac’s Motor City Garage, in the 1950s the Chevy marketing team developed a dynamic adventure-travelogue theme to promote their popular truck line. (See Chevy trucks conquer the Alcan Highway here and climb Pikes Peak here.)  For 1963, Chevrolet returned to the format once again, this time in color, as a convoy of six Chevy trucks—a Suburban, two pickups, and three medium and heavy-duty models—made the run from Michigan to the Southern tip of Baja California and back, a trek of over 8,000 miles.

“Chevrolet! Ole!” is the tagline for this production, which spotlights a number of new truck developments for ’63, including a total update of the brand’s famed straight-six engine, now offered in 230 CID and 292 CID versions. The rhyming, sing-song dialogue of the film is corny but fun. Then as now, catching the viewers’ attention was the key to the exercise, and the Baja campaign was used effectively across the board by Chevrolet that year in television, print ads, and dealer literature. Video below.