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Chevy Cruze to appear in MTV Video Music Awards

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Chevy Cruze to appear in MTV Video Music Awards

Christina Rogers / The Detroit News

General Motors Co.'s all-new 2011 Chevy Cruze will make an appearance tonight at the MTV Video Music Awards, staring in a video with hip hop trio N.E.R.D.

The video, which features the Cruze in a 1950s-style drive-in along side other Chevy cars and trucks, caps a week-long advertising blitz hyping the compact's production launch in Lordstown, Ohio Wednesday. The Cruze, an important vehicle in GM's lineup, is to arrive in dealer showrooms soon.

Chevy for years has lacked a strong contender in the small-car segment. GM officials are hopeful the Cruze will give the top-selling Honda Civic and Toyota Corolla some stiff competition.

To help woo buyers, the company has embarked on an aggressive advertising campaign, to reach young buyers as well as more mature ones who like a small car, but don't want to sacrifice comfort. GM has made standard on the Cruze features that usually are offered as options.

The Cruze's launch is the first major marketing push for GM's new U.S. marketing vice president, Joel Ewanick, who came over to GM from Hyundai this year. It will include television spots as well as social media, shows and events and compare the Cruze to other competitors in its class.

Chevy began airing its first TV commercials last week featuring the voice of comedic actor Tim Allen. The campaign will also include social media and live events.

For the video, Chevy linked up with N.E.R.D., its lead singer Pharrell Williams and singer Ciara to produce a live taping of the music video for the group's "Hot-n-Fun" song. The awards show airs at 9 p.m.

"We're confident that Chevrolet has a compact car that will appeal to younger buyers, especially women," said Mary Kubitskey, Chevy's national advertising manager. She described the video music awards as the "perfect venue to tell the Cruze story."

From The Detroit News: http://www.detnews.com/article/20100912/AUTO01/9120307/1148/auto01/Chevy-Cruze-to-appear-in-MTV-Video-Music-Awards#ixzz0zQ9dKk5z

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