Chevrolet/Deutsch LA – Baseball Apple Pie and Chevrolet Return in Updated “Love Affair” “Baseball, Hot Dogs, Apple Pie and Chevrolet


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July 11, 2006; Marty Bernstein, The Auto Channel's Auto Advertising and Marketing editor tips us off to a sequel to the famous and effective 1974 Chevy TV ad campaign.

The famed commercial had our nation singing in 1974, changing car commercials and automotive branding forever, is back with a modern spin.

The new spot “Love Affair” was created by Deutsch Los Angeles, and takes vintage footage from the original spot starring the notorious jingle writer Ed Labunski and incorporates new and distinctive characteristics of todayıs American Lifestyle and today’s game of baseball.

As Chevrolet and Major League Baseball have both evolved and modernized through the decades, it’s only fitting to now hear “Free Agents, Rally Monkeys, Fantasy Leagues and Chevrolet.”

Below is a Fact Sheet from Deutsch Los Angeles

Summary: Chevrolet, a brand of unparalleled tradition and Americana equity, has mastered contemporary and modern in its new Chevy cars and trucks. "Love Affair" marries the brand's nostalgic past with its progressive present and future. Because "Baseball, Hot Dogs, Apple Pie and Chevrolet" so famously and adoringly captured the unique link between Chevy and Baseball, it was the ideal choice to cue Chevy's Americana heritage, and while at the same time reflecting the brand's 21st century outlook.

The Original Song/Commercial "Baseball, Hot Dogs, Apple Pie and Chevrolet":

-The song was recorded in 1974.

-It aired in commercials from 1974 - 1978.

-Ed Labunski composed the music and appeared in the original commercial "Baseball, Hot Dogs, Apple Pie and Chevrolet".

-Jim Hartzell, a copywriter with Campbell-Ewald/Detroit, wrote the lyrics.

-Campbell-Ewald created the spot for Chevrolet.

-The commercial tied for first place in Car and Driver's January 2005 Ten Best Car Commercials and is widely considered to have changed car commercials and automotive branding forever.

Ed Labunski:
-Born in New York City (1937), Ed launched his jingle career by founding Jingles Unlimited.
-As a producer and composer, Ed won 28 Clios and his company was the second largest jingle company in New York in the late 1970's; He died in 1980.

The Campaign from Deutsch, Los Angeles:

-Breaking on Saturday, July 1 on Fox and Sunday, July 2 on ESPN, in advance of the All-Star Game on July 11.
-In addition to the :60 & :30 TV spots, other elements include: print, digital (banners, fan emails, etc), billboards, in-stadium signage, car toppers, windshield clings, mirror danglers, wall signs, coasters, buttons, game programs, flyers and posters.

Photographer/filmmaker Peggy Sirota: (www.peggysirota.com):

-Peggy's editorial work has been included in high profile publications such as GQ, Vogue, Rolling Stone and Vanity Fair, and includes scores of covers. Recently, she shot the collateral for the hit film "The Break-Up"
-Peggy's first book of photographs, entitled Guess Who, was published in 2000. Her work has also earned her countless industry awards and accolades.

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