Chevrolet Introduces Equinox On NCAA Final Four
02 April 2004 - 11:00PM
PR Newswire (US)
Chevrolet Introduces Equinox On NCAA Final Four DETROIT, April 2
/PRNewswire/ -- Chevrolet will introduce the all-new Equinox SUV
with commercials that debut during the men's NCAA Basketball
Tournament Final Four on April 3 and Championship Game on April 5.
Chevrolet also will use the game broadcasts on CBS to continue
deploying its theme, "An American Revolution," in advertising other
new products, including a dramatic Malibu Maxx commercial directed
by filmmaker Jan de Bont,director of Hollywood thrillers "Speed"
and "Twister." "By all of our measurements, 'An American
Revolution' is successfully drawing consumer attention to the
dramatic transformation taking place in the Chevrolet product
line," said Kim Kosak, Chevrolet general director for advertising
and sales promotion. "We got off to a great start with a New Year's
Eve launch and high-profile Super Bowl advertising, and now we're
moving into the next phase. Our dealers are supporting the campaign
to an unprecedented extent in their own advertising, giving us a
unified marketing front while launching our 10 new cars and trucks
in 20 months." Earlier in the NCAA Tournament, viewers got a
teasing glimpse at the stylish, new Equinox SUV. In a 15-second
spot that evoked the spirit of Marilyn Monroe having difficulty
with her skirt in the classic film "Seven Year Itch," air coming up
from a subway grate briefly raises the cover off an Equinox. Three
new 30-second Equinox spots feature the humorous, flirtatious
interplay between a young man and woman to highlight Equinox's
style, versatility, enjoyable driving experience and surprisingly
low price. In one spot, "Test Drive," the couple engages in
romantic playfulness in a spacious back seat that has more leg room
of any SUV -- until the increasingly uncomfortable salesman in the
front seat asks if he should get the paperwork started to close the
deal on the Equinox. In "Doors," the couple drives an Equinox
through their subdivision. While the Rick Jamessong, "Give It to
Me, Baby" plays, all of the garage doors in the neighborhood open
as a voiceover notes that "every garage will want one." The third
spot, "Stickies," has the man following treasure hunt directions
left by his wife on sticky notes attached to different parts of the
Equinox, demonstrating the interior's versatility. The new Malibu
Maxx extended sedan spot by de Bont, airing in both 30- and
60-second versions, shows the outstanding driving dynamics of the
Maxx as it speeds to make a jump from one side of a partially
raised drawbridge to the other. The Maxx teeters on the edge until
back-seat passengers move their multi-flex sliding seat forward,
using Maxx's unique ability to move the rear seat fore and aft
nearly 7 inches. In a novel twist the commercial ends with a shot
of some teenage back-seat passengers watching all of this high
drama on Maxx's optional rear DVD passenger entertainment system.
The new campaign, "An American Revolution," debuted on New Year's
Eve with an anthem spot called "Car Carrier," in which new Chevy
cars and trucks load onto a car carrier as it drives on streets and
highways. "Released," a new spot featuring the all-new Chevy
Colorado midsize pickup, reverses the process. The commercial,
airing in both 30- and 60-second versions, emphasizes Colorado's
wide array of choices as different models unload from the moving
car carrier in appropriate settings, from urban streets to the
Grand Canyon. Michael Bay, whose feature film credits include the
"Bad Boys" films, "The Rock" and "Pearl Harbor," directed both "Car
Carrier" and "Released." Chevrolet's ad campaign includes outdoor,
television and print advertising to support the ongoing launch of
10 new Chevrolet cars and trucks in 20 months. TheMalibu Maxx,
Colorado, Aveo small car, SSR roadster pickup and Equinox are now
in the market. They will be followed later in the year by the
sixth-generation Corvette and a new premium small car, Cobalt. Both
will debut in the fourth quarter of 2004,followed in 2005 by the
Uplander crossover sport van, a new Impala and the HHR, a crossover
vehicle with a unique blend of Chevrolet style and versatility.
DATASOURCE: Chevrolet CONTACT: Dave Roman of Chevrolet
Communications, Phone: +1-313-667-0134, or E-mail: Web site:
http://media.gm.com/ http://www.gm.com/
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