Chevrolet is breaking a new campaign tonight during the 2010 Major League Baseball World Series, with the theme "Chevy runs deep."
The campaign is the first major push for the iconic auto brand by Omnicom's Goodby, Silverstein & Partners. It highlights the Cruze compact car and the Volt electric vehicle. Ads feature a 60-second anthem spot that shows 100 years of Chevrolet's history; the brand was founded in 1911. (General Motors shifted lead creative duties on Chevy to San Francisco-based Goodby in May. The nameplate spends $600 million-plus annually in measured media.)
Three 30-second spots connect Chevy to defining moments in American life, according to a press release. Another spot ties the brand to baseball, and yet another features the Volt.
Tim Allen, who did his first voiceover for a Cruze ad last month, will be the voice of Chevy, per the company.