'Silverado Strong' promotion canceled

Posted by Matt Pepin, Boston.com Staff  October 28, 2013 08:15 PM

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A promotion at Busch Stadium scheduled for the third inning of Game 5 of the World Series for Chevrolet Silverado, a sponsor of Major League Baseball's postseason, has been canceled following concerns it was insensitive.

The promo was to have spelled out the message "Silverado Strong" in the stands at Busch Stadium. Bostonians adopted the phrase "Boston Strong" in the aftermath of the Boston Marathon bombings, and many take offense at the phrase being used in other ways.

Before deciding to scrap the promotion, MLB explained it as follows:

Leading into the top of the 3rd, Ozzie Smith will recognize Chevrolet’s commitment to growing youth baseball in a video played on the scoreboard. He will prompt fans in attendance to hold up placards in front of them, which will unveil an image of the words “Silverado Strong,” Chevrolet’s theme for the launch of the all-new 2014 Silverado, with the Chevrolet and MLB silhouetted batter logos on either side. The Most Valuable Player (MVP) of the 2013 World Series will receive a youth baseball field makeover in a U.S. location of their choice and a 2014 Silverado High Country. This is a continuation of Chevrolet’s year-long SILVERADO STRONG campaign. For more information, fans can visit ChevyBaseball.com.

Chevrolet's advertising campaign has roots that date back prior to the creation of the "Boston Strong" message, according to Car and Driver magazine.

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