2011 Chevrolet Cruze TV ad campaign launched

Article by Christian A., on September 8, 2010

Consumers are abuzz about the latest TV ads for the new Chevrolet Cruze compact sedan that started airing on NBC's “Today Show.” Comedy actor Tim Allen narrated the two 30-second ads that show a red Cruze being driven down through city and country roads.

The ad then enumerates various interior features that Chevrolet believes make it stand out from its competitors. Spokewoman Cristi Vasquez said that Chevrolet will carry on its TV ad campaign around morning and prime-time shows.

However, she declined to talk about the Cruze advertising budget. Chevrolet has long considered the compact segment to be a weak spot in its lineup but it now hopes to appeal to consumers that range from young people to those whose children have gone off to college.

The Cruze is the replacement to the Chevrolet Cobalt. One ad begins with an open letter to rival Toyota Corolla. After it states “Dear Corolla,” it proceeds to say that the Corolla had not once thought about making standard features such as Bluetooth wireless connectivity, remote keyless entry and turn-by-turn navigation.

Chevrolet's new ad agency, Goodby, Silverstein & Partners of San Francisco, created these ads. In an interview with Automotive News, new General Motors Co. marketing chief Joel Ewanick said he has remained optimistic about TV as a vital advertising medium as it drives a lot of traffic. He went on to say, “Television is not dead.”

The new Chevrolet Cruze boasts of a bold face defined by a two-tier grille with the Bowtie logo. Its a sporty, coupe-like proportions is made possible by a steeply raked windshield and fast-sloping rear pillars, as connected by an arching roofline.

Moreover, the sportiness of the new Chevrolet Cruze is evident on its prominent headlamp housings wrapping around the corners, short rear deck, wheels positioned at the corners as well as minimal front and rear overhangs. With these elements, the Cruze is able to deliver a sporty and aggressive appearance complemented by a wide, confident stance.

Compared to most its rivals, the new Chevrolet Cruze is wider and longer. Its purposeful yet precise appearance is made possible by its taut, tightly drawn bodywork as well as by restrained use of exterior trim.

Furthermore, the Chevrolet Cruze also boasts of a precise build quality. To optimize the production of a solid body structure, Chevrolet retooled the body shop of its Lordstown assembly site with the latest in body-framing and welding equipment. Thanks to this solid body structure, the Cruze boasts of minimal production variance as well as repeatable gap tolerances of up to 3 mm between most exterior panels. This makes the new Cruze look and feel more solid.

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