Truck Month

As you probably already know, I'm an outdoors guy.  Which means one thing, I love trucks.  A good truck can take you anywhere you please giving you a great comfortable and nice ride while also intimidating just about everyone else on the road around you.  I have an older truck and it's amazing how many people let you over easily and get out of your way just based on the size of what you're driving.  With that being said, I'm always up on the newest and latest truck and/or SUV that's coming out.  Last night while watching The league with my roommates (a show about a bunch of middle aged men playing fantasy football) I saw this commercial:

Link: http://www.youtube.com/watch?v=36INDgfl3lc

Since we have been discussing briefs and advertisements in class recently, I thought I'd take a stab at trying to reverse engineer this short advertisement with as little "marketing bullshit" as possible, so here it goes.

What is our purpose?
  To sell trucks

Who buys trucks?
  Men

What is the problem?
  Ford is a big competitor of Chevrolet and always has been.  Chevrolet needs to counter the most
  recent achievement by Ford, which was winning the Motor Trend Truck of the year award.
      Link

What is the Advertising Objective?
  The inform people about the newest promotion for this years Silverado's during Chevrolet Truck
  month.  They want people to feel like Silverado's are long lasting and can go anywhere as
  demonstrated by the clip of the truck driving through the thick mud.  They want people to make an
  emotional connection of how tough and rugged the truck is to how tough and manly the owner is.

Who is the target?
  A man that is tough and likes to work with his hands and most likely has had some kind of facial hair in the past or has some currently.  He likes to wear jeans and boots on a regular basis and enjoys watching sports (This is why I think Chevy Truck month is during football season).  This person takes pride in what they drive but also needs a truck that's practical for their hobbies and various jobs they do.  They want their car to last a long time and want to stay out of the auto repair shop.

What is one key insight?
  I want a truck that outlasts the rest

What is the SMP?
  A truck that likes to get dirty with you