“Glee” Cast Sings “See the U.S.A. in your Chevrolet”
Dream Sequence Caps Unique Marketing Partnership of Chevrolet, “Glee” and FOX
DETROIT – Chevrolet wrapped up a big day Sunday with a dreamy advertising tie-in during a special post-Super Bowl episode of “Glee,” the FOX hit musical comedy.
The Camaro convertible, Cruze, and Volt were featured in a dream sequence commercial in which the “Glee” cast sings “See the U.S.A. in your Chevrolet,” bringing to life for a new generation the classic jingle popularized by Dinah Shore in the 1950s.
“We saw this as an opportunity to cap off an unprecedented day for Chevrolet,” said Joel Ewanick, global chief marketing officer of General Motors. “The ads shown during the Super Bowl highlighted key Chevrolet products in a traditional way, but the ‘Glee’ tie-in is a new realm for integration with a hot show on the big day.”
“Conversations with Starcom began upon the announcement that ‘Glee’ would have a post-Super Bowl episode, and from that point, the focus was on elevating Chevrolet and ‘Glee’s’ long-standing partnership to a new level,” said Jean Rossi, President, FOX One and executive vice president, sales, FOX.
“That strategic collaboration threaded Chevrolet’s presence in the Super Bowl with its ongoing ‘Glee’ sponsorship resulting in one of the most unique integrated marketing initiatives of its kind, marrying their brand messaging with one of our hottest programs on the most-watched day of the year.”
The two-minute Chevrolet spot aired during the special “Glee” episode with silver Chevys on a white background in a scene reminiscent of a 1930s Hollywood musical. The cast sings and dances around the Chevys while performers dangle from the ceiling by white sheets.
In conjunction with “Glee” creator/executive producer Ryan Murphy and the “Glee” production team, the ad was created by Chevrolet’s agency of record, Goodby, Silverstein & Partners. Chevrolet’s media agency partner, Starcom, negotiated the “Glee” partnership in addition to handling media planning and buying.
Founded in Detroit in 1911, Chevrolet celebrates its centennial as a global automotive brand with annual sales of about 3.5 million vehicles in more than 130 countries. In the U.S., the Chevrolet portfolio includes: iconic performance cars such as Corvette and Camaro; dependable, long-lasting pickups and SUVs, such as Silverado and Suburban; and award-winning passenger cars and crossovers, such as Malibu, Equinox and Traverse. Chevrolet also offers “gas-friendly” solutions, such as Chevrolet Cruze Eco with an EPA-estimated 42 miles per gallon highway, and the Chevrolet Volt offering 35 miles of electric driving and an additional 344 miles of extended gasoline range, according to EPA estimates. Most new Chevrolet models offer OnStar safety, security and convenience technologies including OnStar Hands-Free Calling, Automatic Crash Response and Stolen Vehicle Slowdown. More information regarding Chevrolet models, fuel solutions and OnStar availability can be found at www.chevrolet.com.
Now in its sophomore season, GLEE airs Tuesdays (8:00-9:00 PM ET/PT) on FOX. This season’s No. 1 entertainment series among Adults 18-49, Adults 18-34 and Teens boasts critical acclaim, the Golden Globe Award for Outstanding Comedy Series two years running, a loyal fan base of “GLEEks,” two Platinum and three Gold albums, more than 17 million song downloads, the record for the most titles on the Billboard Hot 100 by a non-solo act (beating out The Beatles), an incredible 19 Emmy nominations – earning it the distinction of being the most-nominated series of the year – and four Emmy Awards. To top it off, the genre-defying, award-winning series has been picked up through its third season. GLEE is produced by Ryan Murphy Television in association with 20th Century Fox Television. Ryan Murphy, Brad Falchuk and Ian Brennan are co-creators of the series. Murphy, Falchuk, Brennan and Dante Di Loreto serve as executive producers.
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