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Chevy Gives Long A Goodbye And Rolls Out Family-Focused Ads

  • Brandweek, Wednesday, February 17, 2010 10:38 AM
Fox NFL analyst Howie Long has been cut from the new advertising for Chevrolet's Malibu, Equinox and Traverse models, Noreen O'Leary reports, as General Motors and new agency Publicis tie the re-launched car models to the people who use them.

All the imagery in the 30-second spots that have broken during the Winter Olympics alternates between human stories such as a stylish young woman rescuing a friend from a bad date and close-ups of vehicle details. Two other ads have family themes. There is no unifying tagline.

"We invite consumers into people's lives and the instrumental role Chevy plays in their lives," says Stephanie Ouyoumjian, evp, director of strategy at Publicis. Adds Bob Moore, the agency's chief creative officer: "We've used very human, intimate, family moments -- those that often happen in the enclosed environment of the family car -- to capture the spirit of the Chevy."

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