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Chevy launches Cruze TV ad campaign

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Chevy launches Cruze TV ad campaign

David Barkholz

Automotive News -- September 7, 2010 - 12:01 am ET

UPDATED: 9/7/10 4:10 p.m. ET

TV ads for the new Chevrolet Cruze compact sedan began today on NBC's “Today Show.”

The two 30-second ads, narrated by actor Tim Allen, show a red Cruze riding down city and country roads, then flash to various interior features that Chevrolet hopes will differentiate the vehicle from competitors.

Chevrolet expects to continue a TV ad campaign around morning and prime-time shows, said spokewoman Cristi Vasquez. She declined to discuss the Cruze advertising budget.

The compact segment long has been a weak spot in Chevrolet's lineup, and Chevy hopes to attract consumers ranging from empty-nesters to young people. The Cruze replaces the Chevrolet Cobalt.

One of the ads starts as an open letter to a competitor: “Dear Corolla,” for the Toyota Corolla. It then goes on to say that the Corolla never considered making standard such features as Bluetooth wireless connectivity, remote keyless entry and turn-by-turn navigation.

The ads were created by Chevrolet's new ad agency , Goodby, Silverstein & Partners of San Francisco.

New General Motors Co. marketing chief Joel Ewanick said in an Automotive News interview last week that he remains bullish about TV as a critical advertising medium for vehicles.

“I like television. Television is not dead,” Ewanick said. “It drives a lot of traffic.”

Read more: http://www.autonews.com/apps/pbcs.dll/article?AID=/20100907/RETAIL03/309079968/1261#ixzz0yt9hP37b

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