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Tim Allen, prank kick off ads for Cruze

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Tim Allen, prank kick off ads for Cruze

Letter to Toyota touts new Chevy's features

BY CHRISSIE THOMPSON

FREE PRESS BUSINESS WRITER

General Motors has introduced its Chevrolet Cruze small car to the U.S. via toilet paper and a letter to the Toyota Corolla.

The letter and the TP job are part of new commercials that debuted Tuesday with the Cruze-specific tag line "Get used to more." The ads provide the first real look at Chevrolet's new marketing approach, which will directly challenge competitors such as Toyota and Honda to lure back customers it has lost through years of lackluster small cars.

In one commercial, new Chevrolet talent Tim Allen reads a letter to the Corolla. The letter cites an auto reviewer's praise of Cruze's interior as raising the bar for the small-car segment and mentions features such as Cruze's available Bluetooth cell phone technology on all trim levels. The 2010 Corolla only offers Bluetooth on top trim levels, although consumers can have Bluetooth installed at the dealership. A refreshed 2011 Corolla launches in December.

"I know change is hard," Allen says. "If you want to talk about it, call me -- that is, you know, when you get home, since you don't have Bluetooth in every model."

Another commercial says the Cruze tried to lie low as the new kid. But reviewers spoiled that plan, Allen says, citing buff books that called the interior "Lexus quiet" and compared the Cruze to a Cadillac.

"So much for the new kid fitting in with the rest of the class," Allen says, showing the Cruze arriving home to toilet-papered trees.

GM is aiming the Cruze compact car, which goes on sale this month, at 20-somethings and empty nesters. The car starts at $16,995 with shipping, more than base models of competing vehicles. GM is touting the extra standard equipment on the Cruze as a better value.

Chevrolet made the ads with Goodby, Silverstein & Partners, its agency since Joel Ewanick arrived as GM marketing boss in May. Goodby is Chevrolet's third advertising agency this year.

Read more: Tim Allen, prank kick off ads for Cruze | freep.com | Detroit Free Press http://www.freep.com/article/20100908/BUSINESS01/9080316/1331/Business01/Tim-Allen-prank-kick-off-ads-for-Cruze#ixzz0ywRmqXPo

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