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New Chevy Ads Set for New Year's Eve Telecasts
"DETROIT -- Three new Chevrolet commercials will will besiege consumers with new advertising on New Year's Eve. The advertising will showcase playful executions of the "An American Revolution" theme while spotlighting the newest additions to its product portfolio. On New Year's Eve 2003, Chevrolet officially kicked off "An American Revolution" with its anthem spot "Car Carrier." This year during New Year's Eve programming, Chevy will air 30-second spots for the Malibu, Uplander and the new Cobalt, which is produced at the General Motors plant in Lordstown, Ohio. "We chose New Year's Eve as a platform again this year to express the ongoing Revolution in a high impact and effective way," says Kim Kosak, Chevrolet general director for advertising and sales promotions.Cobalt's "Little Brother" commercial, which originally debuted Dec. 6, illustrates the sibling rivalry between the new Chevy Cobalt and its big brother, the sixth generation Corvette. The end of the spot carries the voiceover, "An older sibling rarely misses the opportunity to have a little fun at their younger sibling's expense. Introducing Cobalt, the new commotion in the Chevy family." The new Cobalt spot entitled "Kickball" opens as a red ball bounces into the street only to be hit by the grille of a Cobalt, the ball bounces and hits another Cobalt. A third Cobalt scoots in and blocks the ball's path, sending it bouncing in the opposite direction. The entire city quickly becomes a playground for the game as the ball makes its way thru mall parking lots, neighborhoods and beach fronts.The spot concludes as the ball finally comes to rest. A Cobalt SS power slides, hitting the ball with its side rear panel. The ball flies high and lands in a gutter. The ending shot features the Cobalts in the street as the voiceover states, "Introducing the new commotion in the Chevy family. The Cobalt Coupe, Sedan and SS Supercharged. An American Revolution." The division will dominate network, cable and diversity programming with title sponsorship for the Fox presentation America's Party with Ryan Seacrest, as well as considerable placement on ABC's New Year's Rockin' Eve, MTV's New Year's Eve Special, and NBC's presentation Carson Daly's New Year's Eve Special, The Late Show with David Letterman and The Tonight Show with Jay Leno, Kosak says.Chevrolet, she adds, will continue its interruptive media approach with a surge of creative placement throughout the epicenter of New York City. Rolling footage will appear on major billboards in the heart of Times Square including the ABC Supersign, Reuters Jumbotron and the MTV Board. Chevy messaging will also cover the Las Vegas Cloud, an architectural canopy stretching 600 feet in front of the Fashion Show Mall on Las Vegas Boulevard in Las Vegas. Chevy also will have a strong presence on the Yahoo! Homepage and Yahoo! Launch front-page with divisional messages linking viewers to chevy.com. as well as offering instant messaging opportunities and ring tone downloads, Kosak says. "