Chevy Experiences Hendrix In Spots for New Camaro By David Kile

DETROIT - As expected (ADWEEK, Jan. 11), Chevrolet this week is breaking a rock n' roll campaign to tease the launch of its new Camaro.

The campaign, which kicks off during The Academy Awards, is set to Jimi Hendrix’s classic ‘Fire,’ and an accompanying radio campaign includes a dozen rock bands. The tagline for the new car, by Lintas: Campbell-Ewald, is ‘From the country that invented rock ‘n’ roll.’
For Lintas, it is the second major foray into rock music to position Chevy, after Bob Seger’s ‘Like a Rock,’ for Chevy trucks.
‘We found a nice connection between the U.S. having invented the classic muscle car, as well as rock ‘n’ roll,’ said Bill Ludwig, Chevrolet creative director at Lintas.
After the Oscar Night teaser ad, the estimated $40-50 million campaign will follow in late April.
In one spot, Lintas filmed a Long Island, N.Y. neighborhood, which is made to look like ‘Norman Rockwell meets The Stepford Wives,’ with cookie-cutter people, cars and houses.
The theme is, ‘If America hadn’t invented rock n’ roll, it would probably look something like this.’
Chevy marketing manager for passenger cars Steve McAvoy said the attitude that is in the Camaro ads goes with the target buyer.
‘It would have been atrocious to have a spokesperson walking around a car on a set,’ said McAvoy. ‘There are Camaro clubs all over the country. . . . The car has a following.’
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