SBD/Issue 34/Sponsorships, Advertising & Marketing

GM Debuts New Chevy Campaign As Part Of Big Marketing Push

Watch Chevrolet's "Chevy Runs Deep" Spot

GM yesterday indicated that it "plans to sell its top-selling Chevrolet brand during some of the nation's biggest events, such as the World Series and Super Bowl," according to Chrissie Thompson of the DETROIT FREE PRESS. GM debuted its new Chevy campaign -- "Chevy Runs Deep" -- during Rangers-Giants World Series Game One last night on Fox. GM bought ad time for "four World Series commercials," and the "Super Bowl will follow." The ads, via Goodby, Silverstein & Partners, "link nostalgic images of Chevy's nearly 100-year past with current products like the Chevrolet Cruze or Traverse." GM VP/U.S. Marketing Joel Ewanick: "This may seem like just another advertising campaign, but for us, it's really a beginning of turning around the way that people look at Chevrolet" (DETROIT FREE PRESS, 10/28). Ewanick yesterday said that GM's advertising budget "will be slightly larger" than the $2.5B the company spent in '08. But in Detroit, Christina Rogers noted rather than "divvying it up among eight brands, it will be spent on four, allowing it to spend more on advertising for prime time events and high price slots, such as during the Super Bowl" (DETNEWS.com, 10/27). The WALL STREET JOURNAL's Terlep & Vranica report the Chevy spots, in addition to the World Series and Super Bowl, "will appear during some of the highest-rated and most costly events on TV." The spots feature Chevy "cars and trucks over the years in scenes that evoke nostalgia for America's past and celebrate the American spirit, with voice-overs by actor Tim Allen" (WALL STREET JOURNAL, 10/28).

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