Campbell Goes ‘Cross Country’ for Chevy Malibu

NEW YORK Chevrolet will introduce new TV work for its 2004 Malibu on Saturday, Oct. 18, during the first game of the World Series on Fox.

A 60-second TV spot, via Interpublic Group’s Campbell-Ewald in Warren, Mich., kicks off a fourth-quarter broadcast, print and Internet effort for the sedan on sale now, and the Malibu Maxx “extended sedan,” which goes on sale early next year. The budget was not disclosed, but Chevy spent $10 million on Malibu ads in 2002, including $4 million in the fourth quarter, per Nielsen Monitor-Plus.

The spot has a multicultural theme that shows the car being driven across the country from driver to driver relay-style, each driver evincing a different ethnicity. The spot will be followed later this month with a second commercial that focuses on the car’s interior amenities and versatility, such as a steering wheel that both tilts and telescopes, adjustable pedals and adaptable cargo space.

Chevrolet will air a third spot later in the fourth quarter that will continue the functional theme by spotlighting the Malibu Maxx’s seating system, rear skylight, available rear DVD player and driving performance.

Support will include six-page gatefolds that take the unorthodox tack of daring consumers to do a compare versus Honda Accord and Toyota Camry. There will also be a CD-ROM insert in Car and Driver, GQ and InStyle. Ads drive traffic to a new Web site, www.Chevymalibu.com, which goes live Oct. 18.

Kim Kosak, general director, Chevrolet advertising and sales promotion said the effort directly positions the car against imports. “Our goal is to get customers behind the wheel, because we know that getting people to drive and compare the new Malibu will be a key to its success.”