Television and movie star Tim Allen will be the voice of Chevrolet, beginning with the TV advertising for the all-new 2011 Chevrolet Cruze. The first ads for the Cruze will air next Tuesday, Sept. 7, Detroit-based Chevrolet announced today.
"Tim Allen brings the right combination of a recognizable voice with the credibility, likeability and humor that will connect with viewers," said Joel Ewanick, vice president, U.S. marketing, General Motors. "His Passion for all things cars makes him the perfect match for the Chevrolet brand."
Allen is best known for his work in television's "Home Improvement" and movies including "Toy Story" trilogy, as the voice of Buzz Lightyear, and "The Santa Clause" franchise. He is a native of the Detroit area and has a long-standing love affair with automobiles.
Allen has an extensive car collection, including personally designed versions of a 1996 LT5 Impala SS, a 2000 Cadillac DeVille DTSi.
"Everyone knows Tim Allen is a 'car guy' with Michigan roots," said Debbie Crispin, owner Bill Crispin Chevrolet of Saline Michigan. "What a great voice for Chevrolet."
Allen will debut in the advertising for the all-new Chevrolet Cruze, which will use accolades from the news media and comparisons to competitive cars in the compact segment to introduce the Cruze to the marketplace. These ads will be followed by additional television ads with a large social media component, product integration in relevant shows and events, as well as advertising specific to the features and benefits of the Cruze.
"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."
Advertising will ramp up later this fall, as the Cruze begins arriving in volume at dealerships.
The TV ads were produced by Goodby, Silverstein and Partners and include four :30 second spots.
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