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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