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Tim Allen to be new voice of Chevy starting with Cruze ads

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Tim Allen to be new voice of Chevy starting with Cruze ads

David Phillips

Automotive News -- September 3, 2010 - 1:48 pm ET

Chevrolet has tapped actor and comedian Tim Allen to be its voice, beginning with TV advertising for the new Cruze compact.

The first ads for the Cruze will air Tuesday, Sept. 7, Chevrolet said today. The following day, General Motors Co. plans to begin shipping the Cruze for delivery to U.S. and Canadian markets. The Cruze is being assembled in Lordstown, Ohio.

“Tim Allen brings the right combination of a recognizable voice with the credibility, likeability and humor that will connect with viewers,” Joel Ewanick, head of U.S. marketing for GM, said in a statement. “His passion for all things cars makes him the perfect match for the Chevrolet brand.”

Allen starred in TV's “Home Improvement.” He also starred in The Santa Clause films and as the voice of Buzz Lightyear in the Toy Story movies.

He grew up in the Detroit area and has been an automobile enthusiast for years.

Chevrolet said Allen's car collection includes a 1996 Chevrolet LT5 Impala SS and a 2000 Cadillac DeVille DTSi.

Advertising for the Cruze will feature testimonials from the news media and comparisons with rival compact cars. As part of the introduction, Chevrolet is encouraging dealers to purchase competitive models such as the Toyota Corolla and Honda Civic and allow shoppers to compare the Cruze directly.

The initial Cruze ads will be followed by more TV commercials with a large social media component and product placement in relevant shows, Chevrolet said.

“Tim Allen will be the voice in our Cruze advertising, but the car will be the star,” Ewanick said. “Our communication on the Cruze will highlight the car, its features and its competitive advantages.”

Read more: http://www.autonews.com/apps/pbcs.dll/article?AID=/20100903/OEM/100909946/1261#ixzz0yVqBDRy6

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Chevrolet signs Tim Allen as brand's new voice

by Steven J. Ewing (RSS feed) on Sep 3rd 2010 at 2:29PM

General Motors has officially announced that television and movie star Tim Allen will be the new "voice of Chevrolet," starting with a series of ads that will begin airing on September 7. These ads will be for the all-new 2011 Chevrolet Cruze, and while Allen is a big-name with a very recognizable voice, GM's vice president of marketing, Joel Ewanick, reminds us that "the car will be the star."

Allen is best known for his starring role on the long-running 1990s sitcom Home Improvement, as well as his roles in The Santa Clause movies and as the voice behind Buzz Lightyear in the Toy Story trilogy. In addition, Allen is also a well-known automobile enthusiast and has an extensive car collection. He is a native of Detroit, Michigan, and has a strong love for classic American muscle cars.

Look Listen for Tim Allen in four 30-second GM spots, scheduled to hit your television screen in the coming weeks. GM says that the Cruze's marketing campaign will ramp up as the cars begin to arrive at dealerships in greater volume. For the full details, hit the jump to read GM's press release.

[source: General Motors | Image: Michael Schwartz/WireImage.com]

Show full PR text

Tim Allen to be the Voice of Chevrolet

- Actor's Voice to be Prominent in Television Advertising

- Debuts Sept. 7 in TV Spots for the All-New Chevrolet Cruze

DETROIT – Television and movie star Tim Allen will be the voice of Chevrolet, beginning with the TV advertising for the all-new 2011 Chevrolet Cruze. The first ads for the Cruze will air next Tuesday, Sept. 7, Chevrolet announced today.

"Tim Allen brings the right combination of a recognizable voice with the credibility, likeability and humor that will connect with viewers," said Joel Ewanick, vice president, U.S. marketing, General Motors. "His passion for all things cars makes him the perfect match for the Chevrolet brand."

Allen is best known for his work in television's "Home Improvement" and movies including the "Toy Story" trilogy, as the voice of Buzz Lightyear, and "The Santa Clause" franchise. He is a native of the Detroit area and has a long-standing love affair with automobiles.

Allen has an extensive car collection, including personally designed versions of a 1996 Chevrolet LT5 Impala SS, a 2000 Cadillac DeVille DTSi.

"Everyone knows Tim Allen is a 'car guy' with Michigan roots," said Debbie Crispin, owner, Bill Crispin Chevrolet of Saline, Mich. "What a great voice for Chevrolet."

Allen will debut in the advertising for the all-new Chevrolet Cruze, which will use accolades from the news media and comparisons to competitive cars in the compact segment to introduce the Cruze to the marketplace. These ads will be followed by additional television ads with a large social media component, product integration in relevant shows and events, as well as advertising specific to the features and benefits of the Cruze.

"Tim Allen will be the voice in our Cruze advertising, but the car will be the star," Ewanick said. "Our communication on the Cruze will highlight the car, its features and its competitive advantages."

Advertising will ramp up later this fall, as the Cruze begins arriving in volume at dealerships.

The TV ads were produced by Goodby, Silverstein and Partners and include four :30 second spots.

The Cruze offers the spaciousness and amenities of a midsize car with the fuel economy of a compact. The Cruze also affirms Chevrolet's commitment to building refined, fuel-efficient vehicles using new, small-displacement, four-cylinder engines. The Ecotec 1.4L I-4 turbo with variable valve timing received an Environmental Protection Agency fuel economy rating of 26 miles per gallon in city driving and 36 mpg on the highway for the manual transmission and 22/35 for the automatic. The Cruze Eco model launching later this year is expected to get 40 mpg on the highway.

link:

http://www.autoblog.com/2010/09/03/chevrolet-signs-tim-allen-as-brands-new-voice/

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TIM ALLEN TO BE “VOICE OF CHEVROLET”

By Andrew Ganz

Michigan’s biggest fan now has a new brand to represent: Chevrolet. Actor and comedian Tim Allen will be the official “voice of Chevrolet,” the automaker says, beginning early next week.

The automaker will begin airing the first TV ads for its Chevrolet Cruze in the United States on September 7. Four :30 second spots developed by Goodby, Silverstein and Partners will debut initially, although GM says that it will increase its advertising presence later this fall when the Cruze begins arriving in dealerships.

“Tim Allen brings the right combination of a recognizable voice with the credibility, likeability and humor that will connect with viewers,” said Joel Ewanick, GM’s vice president of U.S. marketing, in a statement. “His passion for all things cars makes him the perfect match for the Chevrolet brand.”

Allen’s relationship with GM is more than a decade old. The “Home Improvement” star was the feature of several magazine articles in the late 1990s and early 2000s when he attempted to start his own customizing firm featuring GM cars like the Chevrolet Impala SS and the Cadillac DTS.

Although not a native Michigander, Allen grew up in the state. His voice can be heard on the state’s “Pure Michigan” TV ad campaign.

“Everyone knows Tim Allen is a ‘car guy’ with Michigan roots,” said Debbie Crispin, the owner of Bill Crispin Chevrolet in Saline, Michigan, in a statement. “What a great voice for Chevrolet.”

link:

http://www.leftlanenews.com/tim-allen-to-be-voice-of-chevrolet.html

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Tim did a Chevy truck ad years ago. Chevy dropped him when his past drug arrest became public.

I am glad to see they have him back. Tim has his life on the right track and gray appeal to many demographics.

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I like this move because it will give Chevy a recognizable voice behind the ads and consistency. I think Hyundai ads are so good because they all have Jeff Bridges doing the voice overs, and the ads just sound good, and there is consistency to all of them.

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I know for now he is the voice but I would not mind if he was even the face of Chevy like Mike Rowe id the voice and face of Ford.

Kids love him, men relate to him and women feel familiar to him since he is like may of their husbands.

Gear heads wish they were him with all the toys he has.

How about a Chevy Binford Edition 3500 Pickup. ARRR ARRR ARRR!

Edited by hyperv6

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GM hires American car guy for another boorish ad campaign. American football guy didn't work out, and Ford already has American blue-collar job guy. Advertisements are expected to focus on narrow areas where Chevrolets eek out an edge over competition, while tastelessly blasting competition with half-truths and showing real Americans coming to startling realizations about how amazingly-omg-awesome this darned Chevrolet is (oh wait, those are Hyundai ads).

Snore.

99% of vehicle ads suck. I like ads that don't have talking or spokespeople. Celebrities don't make cars better.

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Tim Allen is a great choice. I thought Howie Long was also. But Tim Allen was IMMENSELY popular, in a stealth way he commands a lot of credibility. As a celebrity he does not carry a lot of baggage.

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Tim Allen is a great choice. I thought Howie Long was also. But Tim Allen was IMMENSELY popular, in a stealth way he commands a lot of credibility. As a celebrity he does not carry a lot of baggage.

Agreed on all accounts.

I was pleasantly surprised to hear Tim was the new voice of Chevy. I hope we see him in some commercials, too. Too bad it didn't work out with Howie ... I liked those commercials, especially the one where he mentioned that "Honda does have something we just can't compete with" ... and he was standing next to a lawn mower...LOL!

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