Chevrolet plans to rock the Grammys tonight with the launch of its "Find New Roads" global advertising campaign by running a 90 second and 60 second spots featuring five vehicles. This includes the debut advertising for the redesigned 2014 Impala.
The commercials also will feature the Volt, Spark, Sonic and the redesigned 2014 Corvette Stingray, which is expected to reach showrooms by fall according to GM's interim chief marketing officer Alan Batey.
“We wanted to pick vehicles that are fresh to our range and show a different Chevrolet and bring them together,” Batey told Automotive News during an interview on the sidelines of the National Automobile Dealers Association convention in Orlando.
Batey also announced that “Find New Roads” would replace the "Chevy Runs Deep” campaign which has been used since fall 2010, and will be run in most of the 140 countries where Chevy cars are sold.
“The new tag line better evokes innovation and translates more easily to different languages.”
After the Grammys. content from the longer spots will be spliced into 30-second commercials that will run in coming weeks, although the Impala commercials that will be spun off from the anthem ads won’t be used until closer to the car’s launch, Batey said. The 2014 Impala is expected to reach showrooms by May.
He also hinted that GM will reconsider plans to advertising in next year’s Super Bowl. GM sat out the big game this year after running multiple spots in each of the previous two games.
“Super Bowl is very much within our media mix of things we will consider” in 2014, Batey said. This year’s game “wasn’t right” for GM because it has a heavy spate of vehicle launches planned later in the year. “We wanted to make sure we kept our money for other things.”