New marketing campaign tells the story of an all-American brand
2010-10-27
DETROIT -- Chevrolet is launching new advertising tonight during the first game of the 2010 Major League Baseball World Series. The campaign is inspired by a new brand theme, “Chevy Runs Deep,” and features important new Chevrolet products such as the Cruze compact car and the Volt electric vehicle with extended-range capability.
“The World Series is a defining piece of American culture,” said Joel Ewanick, vice president, U.S. Marketing. “It has a story, a soul and a connection to every generation – just like Chevrolet. You can’t get a better fit than Chevy and baseball. It’s the perfect opportunity to talk about Chevy’s commitment to America and showcase our newest cars, trucks and crossovers.”
Created by Goodby, Silverstein and Partners, the new campaign features a :60 Chevrolet brand “anthem” spot that spans 100 years of Chevrolet history, including a peek into the brand’s future; three :30 spots that illuminate Chevy’s connection to defining moments in American life; a :30 spot related to the brand’s long-time relationship with baseball, and a :30 spot starring the Volt.
Television and movie star Tim Allen will be “the voice of Chevrolet” in the new ads, a role he debuted in the first Cruze ads which began airing in September.
In addition to television, “Chevy Runs Deep” will have a presence in digital, print, out-of-home and social media during the World Series.
“As we prepare for Chevrolet’s centennial in 2011, we’re beginning a new chapter in Chevy history,” Ewanick said. “This is a brand that has touched all Americans. We’re proud of our heritage and eager to let people know how we can create a better future through vehicles like the Cruze, Volt and other fuel-efficient models that will be coming soon, including a new sub-compact car and the Spark. We believe this campaign provides a great platform to tell that story.”
“We are incredibly excited to be part of this effort,” said Jeff Goodby, co-chairman, Goodby, Silverstein & Partners. “Chevy has always had a unique connection with our country. Today, Chevy delivers more relevant products and innovation to more people than any other car company.”
www.WaltMassey.com
courtesy GM/Chevrolet News
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