General Motors Corp.'s Chevrolet division will break its umbrella campaign for its car line Jan. 6 on the national broadcast during the National Football playoffs. The estimated $10 million, primarily TV push will run exclusively during the month, then go into rotation with other specific car spots. Campbell-Ewald
, Warren, Mich., continues the year-old "We'll be there" tag, stressing dependability and brand heritage in the 60-second spot. It shows a car odometer with words to match various life stages of buyers' lives. Use of the odometer will carry into all future ads. The same song, "Happy When It Rains" from Britain's Jesus and Mary Chain, will be used for all car ads.
Copyright December 2000, Crain Communications Inc.