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'93 CAMARO ADVERTISING ARRIVES WITH A ROCK 'N' ROLL BEAT

 LOS ANGELES, March 29 /PRNewswire/ -- Chevrolet Motor Division's all-new Camaro sports car will ride a rock 'n' roll sound wave onto American main streets this spring.
 Now available at Chevy dealerships in limited quantity, the car won't hit full production until mid-summer. Base sticker price is $13,399.
 Television viewers will be first to catch the beat if they're watching the Academy Awards Monday, March 29. The tagline for Camaro's "teaser" launch advertising: "Coming soon. From the country that invented rock 'n' roll."
 "Yes, we intend to have this country rocking to a Camaro beat," said Ron Daniels, Chevrolet's area marketing manager-West. "And yes, it's a natural combination. Camaro and rock 'n' roll truly grew up together. For a quarter century, the car and the music have been the life of the party.
 "A lot has changed in this country since the late '60s. We've all grown up. So has the car. But if today's Camaro and today's music say anything about today's America, it is simply that life can still be fun."
 The teaser ad running on the Academy Awards will run until April 5, in prime time, on late night shows and on the NCAA basketball finals.
 Beginning April 6, the first of a series of opening commercials will run in 36 key Camaro ADIs, using a multimedia local market program. Tagline for these ads and other national ads will be: "What else would you expect from the country that invented rock 'n' roll?"
 The highly targeted launch coincides with the targeted distribution of the car. Because of limited first-year production of Camaros driven by stringent quality requirements, the first cars will be sent to dealers in markets where Camaros have sold best in the past.
 The major national advertising will begin May 15, with a mix of network and cable television, network radio and national print. The network television will include the "Cheers" final episode and "Seinfeld" season finale, NBA playoffs, Indianapolis 500 and prime- time and late-night shows on the major networks. National print will include major impact inserts in May issues of People, Time, Newsweek, Sports Illustrated and the major auto enthsiast magazines.
 Print ads, dealership props and a wide range of cross-promotions through mid-summer also will incorporate a rock 'n' roll theme. Chevrolet's ad agency is Lintas: Campbell-Ewald.
 The teaser commercial to be aired Monday features a young man sweeping up in recording studio late at night. After a furtive look around, he turns on a huge bank of amplifiers -- to the max -- straps on a bright red electric guitar left on the sound stage, assumes a rocker pose and hits a chord on the guitar.
 The resulting explosion of sound catapults the young man into the seats, accompanied by a hard-rocking musical finale, as a voiceover says: "Coming soon. A new car from the country that invented rock 'n' roll." In a closeup of the young man amid a jumble of chairs, he says: "Cool!" The car is not shown.
 A 60-second launch commercial opens in a speculative setting that imagines what America would be like today if rock 'n' roll had never happened. It segues from a stylized "Beaver Cleaver" opener replete with well-mannered kids, moms with aprons and pipe-smoking dads to the sound of hard rock music, courtesy of Jimi Hendrix and a dramatic entrance of a new Camaro on the scene. The tagline says, "What else would you expect from the country that invented rock 'n' roll?"
 The Hendrix track is one of the rock legend's greatest hits, "Fire."
 A commercial for the uplevel Z28 Camaro opens with a slow-motion, high-performance action sequence keyed to hard rock music. The copy says: "It has 275 horsepower, a six-speed transmission, dual air bags ... and a cupholder big enough to hold a Slurpee. The new Camaro. What else would you expect from the country that invented rock 'n' roll?"
 Cross-promotional opportunities are almost unlimited, according to Chevy officials. For example, the Z28 Camaro is the official pace car of the Inidianapolis 500 May 30.
 In connection with that sponsorship, Chevrolet has organized a "Pace Car Reunion," bringing together owners of past Camaro Indy 500 pace cars, pace car replicas and Camaro club members. Some 1,500 Camaro owners have been invited through the United States Camaro Club to a special weekend at the famous Brickyard May 21-23, the weekend before the famous race.
 In a unique approach to the radio campaign, Chevrolet approached two major record companies and asked them to identify their top new and relatively unknown rock 'n' roll bands. These bands then were asked to write and record special music and lyrics based on their impressions of the Camaro. Two radio commercials already have been produced with the resulting music.
 To develop special local radio promotions, Chevrolet invited the top rock stations in the top 13 Camaro markets to submit their ideas for promoting a Camaro sweepstakes in their markets. The winning stations will get a Z28 Camaro to use in their local promotion and also will play an important role in Chevy's advertising. Some 36 stations have responded with proposals.
 -0- 3/29/93
 /CONTACT: Suzanne Kane (Los Angeles) 805-373-8440, or Dave Hudgens (Detroit) 313-492-8846, both of Chevrolet/


CO: Chevrolet ST: California IN: AUT ADV SU: PDT

BP-KJ -- LA001 -- 0355 03/29/93 09:04 EST
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Date:Mar 29, 1993
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