DETROIT
FOR RELEASE: February 4, 2002Chevrolet Launches Three New Divisional TV Spots For 2002 Salt Lake Olympic Winter Games
DETROIT- Chevrolet will debut three new Olympic-themed television ads* on the 2002 Salt Lake Olympic Winter Games, from the opening ceremony (February 8) through the closing ceremonies (February 24).
"The 2002 Salt Lake Olympic Winter Games are at the pinnacle of Chevrolet's association with amateur sports, and are an ideal platform to showcase the Chevrolet Division and our car and truck brands," said Mac Whisner, Chevrolet's advertising and sales promotion director for trucks. "In addition to six new vehicle spots, we'll air three divisional commercials that communicate the dependability of Chevrolet in a fresh, likeably irreverent manner."
One new Olympic spot called "Stickers" features two enthusiastic Chevrolet representatives who are at the games to make sure the company's Olympic sponsorship does not go unnoticed. As the USA Hockey Team prepares to take the ice, the two guys from Chevrolet are cheering the crowd on and slapping the backs of the skaters. Only as the action unfolds do we see that the two guys have been applying stickers in the shape of the Chevrolet gold bowtie logo to the uniforms of the players.**
In another spot, the two guys give awkward choreographic tips to U.S. figure skater Michelle Kwan. Later, in the competition, Kwan gracefully executes the suggested move, gliding to her final position, her arms moving into a circle, perfectly framing a sign tacked to the backboard that reads: "Chevy. We'll Be There."
A third spot also featuring the "Chevy Guys" is still in production.
The ads will run throughout each day of the 2002 Salt Lake Olympic Winter Games. During the competition, the automaker will also sponsor "Chevrolet Moments," a nightly series featuring the stories of the Olympic Games hosted by NBC's Bob Costas. All the new Chevrolet ads were created by Campbell-Ewald, Chevy's longtime advertising and marketing communications partner.
In addition to its special 2002 Salt Lake Olympic Winter Games sponsorships, Chevrolet is a longtime year-round sponsor of the U.S. Ski and Snowboard Teams, United States Figure Skating Association and USA Hockey. Chevrolet also sponsors the "Team Behind the Team," providing vehicles to aspiring Olympians and their families years before the Games. In Salt Lake City, Chevrolet will provide a fleet of more than 3,000 vehicles for athletes, dignitaries, officials, coaches, etc.
* For stills from Chevrolet's new advertising:
- Go to www.campbell-ewald.com/press
- See third column on right and click on "Chevrolet" folder 3. Click on 7th item: "2002 Olympic & Marketing Briefing"