) -- World Series viewers saw a new
advertising campaign Wednesday that emphasized the iconic brand's close ties to American culture.
"The World Series is a defining piece of American culture," said Joel Ewanick, Chevrolet vice president, U.S. marketing, in a prepared statement. "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."
In its effort to make the Chevrolet-America connection, the current campaign recalls a similar 1974-76 effort that touted "baseball, hot dogs, apple pie and Chevrolet."
This year's ads created by Goodby, Silverstein and Partners, include a 60-second spot that spans 100 years of Chevrolet history and four 30-second spots that link Chevrolet to defining moments in American life.
Another 30-second spot promotes General Motors' new electric car, the Volt, which is slated to arrive in select dealerships later this year.
The campaign will continue during the Super Bowl. "This may seem like just another advertising campaign, but for us, it's really a beginning of turning around the way that people look at Chevrolet," Ewanick told reporters Wednesday, according to
The Detroit Free Press.
GM's 2011 advertising budget for its four U.S. brands is a few percentage points higher than its $2.5 billion budget in 2008, when GM had eight brands, the newspaper reported.
-- Written by Ted Reed in Charlotte, N.C.
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