General Motors Co.’s Chevrolet has launched new marketing campaign on October 27 during the first game of the 2010 Major League Baseball World Series, with four television commercials.
The new campaign was created by Goodby, Silverstein & Partners advertising agency, seek to change perceptions about the brand more than a year after the company emerged from bankruptcy.
The new campaign is inspired by a new brand theme, “Chevy Runs Deep,” and tugs on similar themes like past Chevrolet campaigns which have focused on the “Heartbeat of America” and “An American Revolution.”
The first TV commercials shows Chevrolet’s past, present and future. Each ad is narrated by comedian Tim Allen and ends with the brand’s bow tie logo.
Newborn Baby Comes Home | Chevrolet Commercial
Dogs in Pickup Trucks | Chevrolet Commercial
That First Chevy | Chevrolet Commercial
Also one ad focuses on the Volt. The plug-in vehicle, which runs up to 50 miles on batteries and has a gasoline engine to extend its range, is scheduled to go into production in early November and serves as the brand’s high-tech future.
These commercials will be “a small piece” of the overall marketing plan for print, TV and Web-based advertising that aims at improved social engagement, more effective brand websites and other areas.
General Motors 2011 U.S. advertising budget will be slightly more than the roughly $2.5 billion the company spent in 2008.
Advertising Agency: Goodby Silverstein & Partners
Co-Chairman/Partner: Jeff Goodby
Executive Creative Director: Rick Condos
Executive Creative Director: Hunter Hindman
Copywriter: Matt Ashworth
Art Director: John Shachter
Producer: Stacey Higgins
Executive Producer: Cindy Fluitt
Production Company: Park Pictures
Director: Chris Wilcha
Producer: Cody Ryder
Head of Production: Dinah Rodriguez
Editorial Company: Lost Planet
Editorial Executive Producer: Gary Ward
Editor: Tyler Temple-Higgins
Assistant Editor: Luke McIntosh
Transfer: Stefan Sonnenfeld
Conform/EFX: Jim Bohn
Music Supervisor: Beth Urdang