Chevy Drafts Long for Commercials

NEW YORK General Motors and Chevrolet said Tuesday they have reached a three-year agreement with Howie Long, former pro football star and current Fox TV NFL Sunday analyst, to be a divisional spokesperson for Chevy Trucks. In addition, Chevrolet will become the presenting sponsor for the annual Howie Long’s Tough Guys TV special. Financial details were not revealed.

Pete Langenhorst, Chevy retail advertising director, said the relationship provides Chevrolet with a marketing opportunity that has tremendous value, given Long’s popularity among a variety of audiences. As the presenting sponsor of Long’s Tough Guys awards program, Chevrolet will provide a truck to the overall winner. Chevrolet said it will also utilize a number of advertising platforms built around the program, which will air in January each year.

“This partnership provides Chevy with a unique relationship in associating our products with someone of Howie’s reach,” Langenhorst said in a statement. “We haven’t scoped out all the details of a campaign, but from a big picture perspective we are very excited about developing something that is national in scope and localized in implementation.”

Long, a member of professional football’s Hall of Fame, said he sees the new relationship with General Motors, in general, and Chevrolet, in particular, as a natural fit for him. He also is a spokesman for RadioShack.

Interpublic Group’s Campbell-Ewald in Warren, Mich., handles ads for Chevy trucks. The client spent $380 million on ads last year, per Nielsen Monitor-Plus.

—Brandweek staff report