DETROIT Chevrolet will continue its year-old "American Revolution" theme with three new TV spots set to run on New Year's Eve, supporting the compnay's Malibu, Cobalt and Uplander lines. The spots were created by Chevy's lead advertising agency, Interpublic Group's Campbell Ewald in Warren, Mich.
A spot for the Malibu, entitled "Pas de Deux," depicts a Malibu sedan and Trailblazer SUV revolving around each other as if dancing. A voiceover asks, "What if we crossed the versatility of an SUV with the driving refinement of a sedan?" The spot then shows the two vehicles pulling into a garage, with the door closing behind them. When the door reopens, out comes a new Malibu Maxx, which the spot dubs "a sedan utility vehicle."
A new spot for the Uplander depicts a mouse detatching itself from a computer and making its way to one of the vehicles in an adjacent driverway. The voiceover states, "Introducing the new Chevy Uplander. With standard MP3, available XM Radio, standard one year OnStar and standard rear DVD. Uplander. Technology meets the sports van."
A new spot for the Cobalt plays off a spot that broke earlier this month that depicted a Chevy Cobalt and a Corvette playing a game of kickball. In the new spot, more Cobalts join in as the game moves through mall parking lots, neighborhoods and beach fronts.
The three spots will run on network, cable and diversity programming, including title sponsorship for Fox's America's Party with Ryan Seacrest and placement on ABC's New Year's Rockin' Eve, MTV's New Year's Eve special and NBC's Carson Daly's New Year's Eve Special and The Tonight Show with Jay Leno., as well as CBS' The Late Show with David Letterman.
Additional support will include rolling footage on billboards in New York's Times Square and Chevy messaging on the Las Vegas Cloud, an architectural canopy stretching 600 feet in front of the Fashion Show Mall, located on Las Vegas Blvd. in Las Vegas.
Internet ads will appear on the Yahoo! home page and Yahoo! Launch front page with divisional messages linking viewers to Chevy.com, as well as offering instant messaging opportunities and ring tone downloads.
—Brandweek staff report