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Companies have been using major sporting events to pitch new products for decades, and now Chevrolet will use the World Series, starting this month, to premiere ads for the debut of the Volt plug-in hybrid sedan.
General Motors Co.’s marketing chief Joel Ewanick says that the ads will start during the World Series and run throughout the fall. On the ad specifics, he didn’t get into too much detail, but hinted that they would remind viewers of Chevrolet’s nearly 100-year heritage and the place in American culture that the brand shares with baseball.
Volt production for retail sales is scheduled to start on November 11 at its Detroit-Hamtramck assembly plant, and as being marketed as a “halo car” to highlight GM’s green initiatives.
Other commercial that will begin at the same time as the Volt’s include the second round of ads for the Cruze compact. The first group of ads featured narration by actor Tim Allen.
The Volt ad campaign will run on television, radio and across other media outlets.
[Source: Automotive News]