'An American Revolution' Will Be Used for All Car Ad Campaigns

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DETROIT ( -- General Motors Corp.'s Chevrolet division will unveil a new umbrella brand tagline -- "An American Revolution" -- in a national broadcast TV ad campaign Dec. 31, according to the company.

The announcement was made this morning at a product introduction meeting attended by several hundred Chevrolet managers and members of the automotive press in Farmington Hills, Mich., just a short distance from Detroit.

10 new vehicles
The new slogan will be used for the entire Chevrolet line, including 10 new vehicles scheduled for introduction during the next 20 months.

The move represents a departure from the previous Chevrolet practice of maintaining separate marketing taglines for each of its separate lines. Now, with the exception of Chevrolet pickup trucks, all vehicles will use the new tagline.

Kim Kosak, Chevrolet's general advertising director, said the pickup trucks will continue to use their existing tagline, "Like a Rock," which has been in use since 1991.

Chevrolet is GM's biggest division, accounting for more than half its vehicle sales. Chevrolet spent $458 million inmeasured media through September vs. $485 million a year ago, according to TNS Media Intelligence/CMR. Ms. Kosak declined to reveal her 2004 ad spending, saying only it will increase due to all the launches. She said the Silverado full-size pickup will get the biggest budget, "given the importance of the brand," and that Chevrolet will launch a half-ton crew cab version in 2004.

Dick Clark special
A 60-second launch spot showing six new or redone models, including the SSR hardtop-convertible pickup, breaks during Dick Clark's New Year's Eve broadcast. The new tagline isn't heard until the last few seconds of the commercial, which was created by Interpublic Group of Cos.' Campbell-Ewald, Warren, Mich.

The general-market launch TV spot will be air for two weeks, during prime-time, late-night and sports programming on broadcast and cable networks. On Jan. 12, Chevrolet launches its all-new Colorado pickup on national TV. Colorado print ads arrive in February in March magazine titles. Also in January will be executions for the new Malibu Maxx sport wagon.

Heavy interactive
Chevrolet's media blitz includes outdoor in 34 major markets and the Internet. Ms. Kosak said the buy for the Colorado pickup, aimed at young men, is "very heavy in interactive," and includes banners on gaming sights.

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