Chevrolet Launches New Advertising During Olympics

"At a time when consumers are re-evaluating their vehicle needs, there's never been a better time to consider Chevrolet," said Kim Kosak, Chevrolet general director for advertising and sales promotion. "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 such as the Silverado; Chevrolet's range of fuel-efficient vehicles - including more models that exceed 30 mpg on the highway than Honda or Toyota; the Malibu and exceptionally efficient Malibu Hybrid; and the all-new fuel-efficient Traverse crossover vehicle.

"This is the perfect one-two-three punch combination," said Bill Ludwig, vice chairman and chief creative officer for Campbell-Ewald Advertising. "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:
Fuel economy -A one-two punch package communicates Chevy's fuel economy leadership with 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 collection features the humorous treatment of how gas pumps hate Chevy's 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 how Chevy offers answers to America's transportation energy needs. The upcoming Chevy Volt range-extended electric vehicle also 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.

Silverado - For customers who need the capability of a full-size truck, Chevy claims its Silverado is America's most dependable and longest lasting pickup. It also claims to deliver the best V-8 fuel economy, the lowest cost of ownership, the best warranty coverage, and, most recently, was determined to be the best full-size truck in Initial Quality by the latest J.D. Power and Associates survey. The Silverado ads strive to drive home these points with straightforward, no-nonsense language and images of real-world capability.

Traverse - With more seating than Toyota's Highlander, more cargo space than Honda's Pilot, and promising the segment's best EPA-rated highway fuel economy, at 24 mpg, Traverse strives to be a no-compromises crossover with an unmatched combination of features. The message is that Chevy believes the Traverse is everything consumer have wished for... and then some! The ads include female friendly imagery that is sure to quicken the pulse of many women viewers, a key target market of the crossover. The all-new Traverse crossover is taking its competition head on: In addition to its television campaign, the Traverse also will be featured in a special Fashion Rocks magazine insert that will accompany nine of 16 Conde Nast titles as part of Chevrolet's partnership with Conde Nast Media Group and Fashion Rocks. The special insert will features great-looking, fashionable Chevy vehicles along with today's hot artists, including music superstar Fergie.

Malibu, Silverado, and Traverse will play a prominent role in the brand's marketing initiatives for the remainder of 2008 and will also be complemented online, with micro Web sites, and other digital initiatives. This is the second time this year that Chevrolet has undertaken such a large advertising campaign to raise awareness of its brands; the first was in January when Chevy overtook the Internet and Superbowl to advertise the launch of the new 2008 Chevrolet Malibu. Keep your eyes peeled!

Jody DeVere
President
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