Chevrolet Launches New Advertising During Olympics
Silverado, Malibu Hybrid, Traverse and Volt Will Star in New Ads
Chevrolet kicks off new advertising during Friday’s Opening Ceremonies of the Olympic Games. The ads highlight Malibu and the rest of Chevy’s fuel-efficient lineup, Silverado as America’s Best Truck and the all-new Traverse as the crossover with an unmatched combination of features. They will play a prominent role in the brand’s marketing initiatives for the remainder of 2008 and will be complemented online, with micro Web sites and other digital initiatives.
Chevrolet will be the dominant automobile brand during the Olympics telecast and the new, creative ads convey their messages with emotion and humor. They were previewed for the media today during a Webcast hosted by Kim Kosak, Chevrolet general director for advertising and sales promotion; and Bill Ludwig, vice chairman and chief creative officer for Campbell-Ewald Advertising.
“At a time when consumers are re-evaluating their vehicle needs, there’s never been a better time to consider Chevrolet,” said Kosak. “We’ve got the right products at the right time, including the largest selection of fuel-efficient models and industry-leading quality – all wrapped in stylish designs that make you want to drive them.”
The new ads focus on four pillars of Chevrolet’s strength and highlight key models:
* Silverado: America’s Best Truck
* Chevrolet’s range of fuel-efficient vehicles – including more models that exceed 30 mpg on the highway than Honda or Toyota
* Malibu: The car that is tops in Initial Quality; and the affordable Malibu Hybrid that delivers exceptional efficiency
* The all-new Traverse, building on the Malibu’s success and delivering a great-looking, capable and fuel-efficient entry to the crossover segment
“This is the perfect one-two-three punch combination,” said Ludwig. “We reaffirm our role as America’s Best Truck, for people who still need trucks, and we demonstrate a great alternative in Traverse, for people who still need utility but want great gas mileage. We also set the record straight that we have the best fuel economy of anyone and the best fuel solutions for today and the near future. It is an exciting time to be working on this brand.”
Details and themes of the ads include:
Silverado – For customers who need the capability of a full-size truck, Chevy Silverado is America’s most dependable and longest lasting pickup. It also delivers the best V-8 fuel economy, the lowest cost of ownership, the best warranty coverage and, most recently, the best full-size truck in Initial Quality, as determined by the latest J.D. Power and Associates survey. In short, it’s America’s Best Truck. The Silverado ads drive home these points with straightforward, no-nonsense language and images of real-world capability.
Fuel economy –A one-two punch package communicates Chevy’s fuel economy leadership of having eight models that achieve EPA-estimated highway mileage of at least 30 mpg – more than Toyota and Honda – as well as a range of hybrid vehicles. One spot is a humorous, quick-jab treatment of how gas pumps hate Chevy because of its fuel-efficient vehicles. The more serious follow-up punch debuts during the Opening Ceremonies and combines Chevy’s key Fuel Solutions stories into a memorable 60-second commercial that demonstrates Chevy offers answers to America’s transportation energy needs. The upcoming Chevy Volt range-extended electric vehicle makes a brief appearance.
Malibu – Since its launch, the redesigned Malibu has been an unqualified success and a popular choice with consumers. In a competitive market, sales jumped 79 percent in July, compared with year-ago figures, and are up nearly 40 percent for the year. The momentum continues with Malibu placing first on J.D. Power and Associates’ most recent Initial Quality Survey. In short, the Malibu – including Malibu Hybrid, the most affordable midsize hybrid sedan – is changing the landscape and the new ads reflect that.
Traverse – Building on the momentum of the successful Malibu launch, the all-new Traverse crossover is taking the competition head on. It has more seating than Toyota Highlander, more cargo space than Honda Pilot and the segment’s best EPA-rated highway fuel economy, at 24 mpg. It is a no-compromises crossover with an unmatched combination of features. The message is that Chevy believes the Traverse is everything you wished for … and then some – and the ads include imagery that is sure to quicken the pulse of many female viewers, a key target market of the crossover. The Traverse also will be featured in a special Fashion Rocks magazine Onsert that will accompany nine of 16 Condé Nast titles as part of Chevrolet’s partnership with Condé Nast Media Group and Fashion Rocks. The special Onsert features great-looking, fashionable Chevy vehicles and today’s hot artists, including music superstar Fergie.
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