Keep your eyes peeled for new Chevrolet advertising that will debut
during Friday's Opening Ceremonies of the Olympic Games. The ads will
highlight Malibu and the rest of Chevy's fuel-efficient lineup,
Silverado as America's Best Truck, and the all-new Traverse crossover.
Chevrolet
will be the dominant automobile brand during the Olympics telecast and
the new, creative ads convey their messages with emotion and humor.
Keep an eye out for the clever series of "Gas Pumps Hate Us" ads, which
feature an evil gas pump playing tricks on Chevrolet cars when their
drivers bypass fueling the car to run into gas station convenience
marts to fuel themselves. (Click here to watch two videos at AskPatty.com )
"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."
"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
www.askpatty.com
www.carblabber.com