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Monday
June 16, 2008
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Guillen, Piniella Team Up For New Local Chevy Dealers Ads

Guillen (l) And Piniella Appearing
Together In Local Chevy Dealers Ads
White Sox manager Ozzie Guillen and Cubs manager Lou Piniella “are teaming up in a new wave” of TV spots from Media Nexus, Chicago, for the Chicagoland and Northwest Indiana Chevy Dealers Association, according to Lewis Lazare of the CHICAGO SUN-TIMES. The campaign “marks the first dedicated ad campaign for the Chevy dealers association in nearly a decade.” The deal was done by Media Nexus CEO Mike Demaio, whose agency “shot four spots” with the managers, the first of which will begin airing Wednesday. The first spot will play off the campaign's "Best Friends Forever" theme, and Guillen and Piniella are filmed “doing a lot of things best friends might do together in and around Chicago, including bouncing up and down on a trampoline, jumping rope and fishing off the North Michigan Avenue bridge.” A second spot will feature what Demaio describes as a "rap-off," with Piniella and Guillen “each offering up a specially composed rap song.” The “general point of the Chevy-focused aspect of the ads will be that even rivals agree that certain Chevy car deals are unrivaled" (CHICAGO SUN-TIMES, 6/16).

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