GMC Envoy Teams Up With Marion Jones and Golden Spike Tour to Go for Gold
26 January 2000
GMC Envoy Teams Up With Marion Jones and Golden Spike Tour to Go for Gold
DETROIT--Jan. 26, 2000--GMC Envoy announced today that it has signed U.S. track & field star Marion Jones to showcase its Olympic sponsorship. In addition, GMC Envoy is expanding its sponsorship of the USA Track & Field (USATF) by becoming a national sponsor of the 2000 Golden Spike Tour and title sponsor of two elite track & field events.Jones will be featured in a domestic TV advertisement for the GMC Envoy that will break Saturday, January 29 during NBC's live broadcast of the Golden Spike Tour. In addition, the agreement involves using Jones for print, web and direct mail advertising, as well as personal appearances.
"The Envoy is a powerful sport utility that is also beautiful to look at," said Tony DiSalle, Envoy brand manager. "When we tried to imagine who the physical manifestation of the Envoy was, the perfect fit was Marion Jones. Marion and the GMC Envoy are the embodiment of where beauty meets brawn."
The GMC Envoy - Marion Jones TV spot, titled "Where Beauty Meets Brawn," was developed by the Wimbley Group of Itasca, Ill., and will be accompanied by print ads in publications such as Sports Illustrated, Family Digest, and Ebony.
"Traditionally people don't associate functionality with beauty," said Michelle McKinney-Hammond, Wimbley Group Creative Director. "We created a spot that is the perfect marriage of both by focusing on the power of Marion's legs and arms and showcasing the powerful features of the Envoy. We wanted to show consumers the parallel between this world-class athlete and a world-class vehicle - both are highly capable and refined at the same time."
The ad was filmed in North Carolina where Jones is training for the upcoming track & field season. "I am very excited to be chosen as a representative for the GMC Envoy," stated Jones. "Envoy's support of my goals and those of USA Track & Field helps give us an edge in achieving gold at the Olympic Games."
Jones has her sights set on becoming the first track & field athlete to win five gold medals in the Summer Olympic Games. She is working her way towards achieving the unprecedented goal at the 2000 Olympic Games in Sydney, Australia by qualifying for the 100m and 200m, long jump, 4 X 100m and 4 X 400m relays.
In an effort to further support the sport of track & field, Envoy has become the title sponsor of two elite events: GMC Envoy presents the USA vs. the World, (specifics to be announced), and the GMC Envoy Open, July 1, 2000. The sponsorship provides TV and print advertising and on-site vehicle display opportunities.
"The Golden Spike Tour is an important part of preparation for the Olympic Games by our nation's top track & field athletes," said Craig Masback, USA Track & Field CEO. "In previous years, U.S. athletes would travel overseas to participate in events. Envoy's support of the Golden Spike Tour helps support elite competition on U.S. soil."
The 2000 GMC Envoy is General Motors' entry into the mid-size premium SUV category and is one of eight GM brands that were designated as U.S. Olympic Gold Medal Brands. These brands have been strategically matched with key Summer Olympic National Governing Bodies, including the pairing of GMC Envoy and USATF that was announced last May.
General Motors has made a significant commitment to the Olympic movement through its support of U.S. Olympic Teams, 37 National Governing Bodies of the Olympic Summer Games and Olympic Winter Games, the Salt Lake City Olympic Winter Games and NBC Olympic broadcasts through 2008.
2000 GMC Envoy "Where Beauty Meets Brawn" Agency: The Wimbley Group, Itasca Ill. Client: GMC Pontiac, Detroit, Michigan Vice President/Account Executive: Chuck Wimbley, Jr. Account Executive: Derrick Carter Creative and Art Director/ Copywriter: Michelle McKinney-Hammond Agency Producer: Daryll Merchant Production Company: 0-60, New York (Doug Robbins) Director: Otis Sallid Editor: Dave Ryan, Swell Pictures Composer and Sound Design: Butch Stewart, Joyart Music