'Chevy Runs Deep' in the 2010 MLB World Series

New marketing campaign tells the story of an all-American brand

Oct 27, 2010, 09:00 ET from General Motors

DETROIT, Oct. 27 /PRNewswire/ -- Chevrolet is launching new advertising tonight during the first game of the 2010 Major League Baseball World Series.  The campaign is inspired by a new brand theme, "Chevy Runs Deep," and features important new Chevrolet products such as the Cruze compact car and the Volt electric vehicle with extended-range capability.

"The World Series is a defining piece of American culture," said Joel Ewanick, vice president, U.S. Marketing.  "It has a story, a soul and a connection to every generation – just like Chevrolet.  You can't get a better fit than Chevy and baseball.  It's the perfect opportunity to talk about Chevy's commitment to America and showcase our newest cars, trucks and crossovers."

Created by Goodby, Silverstein and Partners, the new campaign features a :60 Chevrolet brand "anthem" spot that spans 100 years of Chevrolet history, including a peek into the brand's future;  three :30 spots that illuminate Chevy's connection to defining moments in American life; a :30 spot related to the brand's long-time relationship with baseball, and a :30 spot starring the Volt.  

Television and movie star Tim Allen will be "the voice of Chevrolet" in the new ads, a role he debuted in the first Cruze ads which began airing in September.

In addition to television, "Chevy Runs Deep" will have a presence in digital, print, out-of-home and social media during the World Series.  

"As we prepare for Chevrolet's centennial in 2011, we're beginning a new chapter in Chevy history," Ewanick said.  "This is a brand that has touched all Americans.  We're proud of our heritage and eager to let people know how we can create a better future through vehicles like the Cruze, Volt and other fuel-efficient models that will be coming soon, including a new sub-compact car and the Spark.  We believe this campaign provides a great platform to tell that story."

"We are incredibly excited to be part of this effort," said Jeff Goodby, co-chairman, Goodby, Silverstein & Partners.  "Chevy has always had a unique connection with our country.  Today, Chevy delivers more relevant products and innovation to more people than any other car company."

About Chevrolet

Chevrolet is a global automotive brand, with annual sales of about 3.5 million vehicles in more than 130 countries. Chevrolet provides consumers with fuel-efficient, safe and reliable vehicles that deliver high quality, expressive design, spirited performance and value. In the U.S., the Chevrolet portfolio includes: iconic performance cars, such as Corvette and Camaro; dependable, long lasting pickups and SUVs, such as Silverado and Suburban; and award-winning passenger cars and crossovers, such as Malibu, Equinox and Traverse. Chevrolet also offers "gas-friendly to gas-free" solutions including the Cruze Eco and Volt, both arriving in late 2010. Cruze Eco will offer up to an estimated 40 mpg highway while the Chevrolet Volt will offer up to 40 miles of electric, gas-free driving and an additional 300 miles of extended range (based on GM testing; official EPA estimates not yet available). Most new Chevrolet models offer OnStar safety, security, and convenience technologies including OnStar Hands-Free Calling, Automatic Crash Response, and Stolen Vehicle Slowdown. More information regarding Chevrolet models, fuel solutions, and OnStar availability can be found at www.chevrolet.com.

SOURCE General Motors