I don't remember the year this was done but the truck will identify it. Chevrolet always wanted all trucks to be viewed as tough. Other makes were pretty much going in that direction too. One of the most successful themes for Chevy trucks was--"Like A Rock" It was used until very recently. Don Gould came up with the idea and made many great commercials using it. But at the time this board was done that hadn't yet happened. I did this one when we were running out of time to get something to the client. It doesn't have the charm of most of the other dealer boards but is right on the money for what Chevrolet wanted to say about their trucks at the time.