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Chevrolet Hires Tim Allen to Appear in Its Commercials

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On: Tue, Sep 7, 2010 at 9:10AM | By: Sherry Christiansen

Chevrolet Hires Tim Allen to Appear in Its Commercials

Chevrolet has recruited comedic actor Tim Allen to perform in its television commercials to advertise the 2011 Chevy Cruze. Commercials will debut September 7th and will ramp up later in the fall after the Cruze arrives at dealerships across the country, according to a General Motors spokesperson.

Allen is a transplanted native of Detroit (born in Denver Colorado,) who is known for his appearances in many well known movies and sitcoms, but he also performed voiceovers for the award-winning “Pure Michigan" ad campaign promoting Michigan’s top travel destinations on television and radio.   

The Cruze, which will arrive at local dealerships this month, is known for having the roominess and features of a sedan, with the fuel economy of a compact car. The Ecotec 1.4L I-4 turbo engine gets an EPA fuel economy rating of 26 mpg in city driving and 36 mpg on the highway for the manual transmission, and 22/35 city/highway mileage for the automatic. The Eco model of the Chevy Cruz is expected to get as much as 40 mpg on the highway.

The advertising campaign created for the Cruz includes television spots, social media ads, car show exhibits, and events. According to Joel Ewanick, VP of U.S. Marketing for Chevrolet: "Tim Allen brings the right combination of a recognizable voice with the credibility, likeability and humor that will connect with viewers." Ewanick also stated: "His passion for all things cars makes him the perfect match for the Chevrolet brand."

Allen is most famous for his role in the Disney movie “Toy Story” as the voice of the famous Buzz Lightyear, the 'Santa Clause' movies, as well as the television sitcom "Home Improvement." He was born in the Detroit area and is known to be a car enthusiast himself, with a long list of collectable automobiles that he owns such as personally designed versions of a 1996 Chevrolet LT5 Impala SS, a 2000 Cadillac DeVille DTSi.

Debbie Crispin, owner of a Saline, Michigan Chevrolet dealership, stated: "Everyone knows Tim Allen is a car guy with Michigan roots.” Crispin added, "What a great voice for Chevrolet."

"Tim Allen will be the voice in our Cruze advertising, but the car will be the star," Ewanick said. "Our communication on the Cruze will highlight the car, its features and its competitive advantages."

(ED.) - Is this Allen's first foray into GM marketing. I think not! Pay close attention right around second 13 . . .


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