GM Truck Gets Oscar

Spots backing Chevrolet’s new SUV, the TrailBlazer, will break during the Academy Awards telecast March 25.

Lead Chevy shop Campbell-Ewald Advertising created the 30-second spot for the midsize sport utility vehicle. It shows a truck being built in a laboratory-like assembly plant using bionics, a takeoff of the opening sequence to the 1970s TV show The Six Million Dollar Man. A voiceover from actor Richard Anderson says, “Gentleman we can rebuild him; we have the technology. Better than he was before. Better. Stronger. Faster.”

The general market campaign will be complemented by one aimed at specific demographic targets, said Chevrolet TrailBlazer brand manager Russ Clark. Campbell-Ewald partnered with Interpublic Group of Companies Hispanic shop Accentmarketing, Coral Gables, Fla.

Clark would not reveal ad spending but called it a “critical launch” for Chevy. He said the TrailBlazer budget would be separate from what the automaker puts behind the Chevy Blazer, which was about $60 million in 2000, according to Competitive Media Reporting.

The campaign includes print, Internet, direct mail, sales promotion programs and special events in addition to TV. “Bionic” will air for three months and will be followed by at least two more TV spots, said Tim Keaton, Chevrolet account director at Campbell-Ewald.

Chevy began pre-launch marketing for the TrailBlazer last fall online and with direct mail.