A week-long coming out party for the all-new 2011 Chevrolet Cruze compact car peaks on Sunday night, Sept. 12, at the 2010 MTV Video Music Awards (VMAs) at the Nokia Theater in Los Angeles.
Cruze marketing launched on Sept. 7 with movie and TV actor Tim Allen debuting as the new voice of Chevrolet in the first TV commercials for the car, “New Kid” and “Dear Corolla.” Production of the Cruze, which features the spaciousness and amenities of a midsize car with the fuel economy and price of a compact, was celebrated on Wednesday at GM’s Lordstown, Ohio, plant where the Cruze is built. The much-anticipated vehicle’s launch week culminates with Chevrolet’s return to the annual MTV Video Music Awards telecast at 9 p.m. this Sunday.
“We’re confident that Chevrolet now has a compact car that will appeal to younger buyers, especially women,” said Mary Kubitskey, Chevrolet national advertising manager. “The Cruze has already launched in more than 60 countries, so the fact that we can reach the VMA’s young and international audience in a compelling way makes this a perfect venue to tell the Cruze story.”
Chevrolet and MTV developed a product integration opportunity for the Cruze that will entertain the VMA audience and showcase the all-new Cruze and the Chevrolet brand.
Chevy partnered with the musical group N.E.R.D., lead singer Pharrell Williams, and the singer Ciara to produce a live-to-tape performance from the Paramount Studios lot in Hollywood of N.E.R.D.’s hit video, “Hot-n-Fun.”
For this customized version of N.E.R.D.’s “Hot-n-Fun” video, the stage will be set as a 1950s vintage drive-in and will feature old and new Chevrolet cars and trucks, reflecting Chevrolet’s rich automotive and musical heritage. The segment is part of Chevrolet’s media buy, but will be seamlessly integrated into the show.
“The Chevrolet brand has a deep connection with American popular culture, especially music,” said Dan Lovinger, MTV senior vice president of Sales and Integrated Marketing. “We’re excited to have the Cruze and other Chevrolet vehicles past and present take the stage, reaching millions of VMA viewers through this innovative integration into ‘the biggest night in music.’”
