“Like a Rock” is about to become history. According to the Associated Press (AP), Chevrolet has been phasing out the motto and will discard it for good after launching a blitz of 10 new commercials during NBC’s coverage of the Summer Olympics.

In its place will be “An American Revolution,” the slogan Chevrolet unveiled at the end of 2003 – the shift is part of General Motors Corp.’s big push to sell a slate of new cars and trucks, the report said.

“We still have the rights to use it, but we have no plans to,” Kim Kosak, Chevrolet’s general director for advertising and sales promotion, told The Detroit News.

Wes Brown, an analyst at consumer research firm Iceology in Los Angeles, told AP “Like a Rock,” around since 1991, has outlived its usefulness.

“There’s no doubt almost every consumer would recognise what brand goes with that song,” reportedly said Brown. “But it didn’t really translate into increased sales.”

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AP said GM will be the largest advertiser during NBC’s coverage of the Summer Olympics, and Chevrolet will be the dominant brand.

Of the roughly 400 commercials GM will run on NBC and its partners during the Olympics from August 13 to August 29, about half will be for Chevrolet, Kosak reportedly said. Chevrolet will also air 170 commercials on the Spanish-language network Telemundo.

AP said The commercials will feature the redesigned Corvette, Malibu, Malibu Maxx, Silverado truck and full- and mid-size SUVs, as well as Chevrolet’s new small car, the Cobalt. Warren advertising agency Campbell-Ewald produced the commercials.

Kosak reportedly wouldn’t say how much GM is spending on Olympic advertising, but said it will be 10 times what the company normally spends on prime-time advertising in a two-week period.

She said the new slogan has increased sales and made an impression on consumers, with nearly two-thirds surveyed saying they remembering the commercials and half attaching the phrase to Chevrolet, the Associated Press added.