I don't think it's a geographic target, it's a class target. The ad firm is banking that pickup-truck buyers are likely to respond to a message that buying a foreign car = being a bad American. Chevy slogans have always centered on the word "America," but it seems to be getting more blatant and desperate. It's a bad sign, IMO, that they don't think buyers will choose the vehicles on their own merits.
To bring this back to beer, I watched last night's game in the company of a Sam Adams Cherry Wheat. A fine beer, but it just doesn't go with football. It taught me a lesson: there's an art to matching beer and television, just like matching food and wine.