Chevrolet launches new advertising during Olympics

DETROIT – Chevrolet kicked off new advertising during Friday's opening ceremony of the Beijing Olympic Games. The ads highlight Malibu and the rest of Chevy's fuel-efficient lineup, Silverado as America's Best Truck and the all-new Traverse as the crossover with an unmatched combination of features. They will play a prominent role in the brand's marketing initiatives for the remainder of 2008 and will be complemented online, with micro Web sites and other digital initiatives.

Chevrolet will be the dominant automobile brand during the 2008 Olympics telecast and the new, creative ads convey their messages with emotion and humor. They were previewed for the media on Thursday during a Webcast hosted by Kim Kosak, Chevrolet general director for advertising and sales promotion; and Bill Ludwig, vice chairman and chief creative officer for Campbell-Ewald Advertising.

"At a time when consumers are re-evaluating their vehicle needs, there's never been a better time to consider Chevrolet," said Kosak. "We've got the right products at the right time, including the largest selection of fuel-efficient models and industry-leading quality – all wrapped in stylish designs that make you want to drive them."

The new ads focus on four pillars of Chevrolet's strength and highlight key models:

• Silverado: America's Best Truck

• Chevrolet's range of fuel-efficient vehicles – including more models that exceed 30 mpg on the highway than Honda or Toyota

• Malibu: The car that is tops in Initial Quality; and the affordable Malibu Hybrid that delivers exceptional efficiency

• The all-new Traverse, building on the Malibu's success and delivering a great-looking, capable and fuel-efficient entry to the crossover segment

"This is the perfect one-two-three punch combination," said Ludwig. "We reaffirm our role as America's Best Truck, for people who still need trucks, and we demonstrate a great alternative in Traverse, for people who still need utility but want great gas mileage. We also set the record straight that we have the best fuel economy of anyone and the best fuel solutions for today and the near future. It is an exciting time to be working on this brand."