Chevrolet has strike an agreement with Disney's Marvel Studios giving its Corvette, Tahoe, Silverado and Impala models virtual co-starring roles in "Captain America: The Winter Soldier" that opened nationwide this weekend. Its directors, Joe and Anthony Russo, even directed a new commercial for the Chevrolet Traverse showing children reenacting parts of the trailer.
The Chevrolet-Captain America product placement deal is considered as one of the biggest for GM since its 2007 agreement in with the first installment of the "Transformers" franchise. GM benefitted a lot from the heavy exposure of its vehicles in the first "Transformers" film, as they literally are the stars of the Michael Bay move.
In the first “Transformers,” GM’s vehicles played the role of transforming heroic robots. For instance, the Chevrolet Camaro played as Bumblebee; the Solstice as Jazz; a Hummer H2 as Ratchet; a GMC Topkick truck as Ironhide. Even after GM was bailed out by the federal government, it vehicles continued to star in subsequent films.
As for “Captain America,” the involvement of GM vehicle may not be as celebrated as the in “Transformers,” but they still flood the Marvel Studios film. One of the highlights was the when the Black Widow, played by Scarlet Johansson, picks up Steve Rogers (aka Captain America) in an all-black Stingray near the US Capitol.
GM's general director of branded entertainment, Steve Tihanyi, personally suggested that Johansson drive the seventh-generation Corvette, to which film-makers agreed, leading to a between Marvel and GM.