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Chevrolet Cruze caps U.S. launch week at MTV Video Music Awards

2010-09-13

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A week-long coming out party for the all-new 2011 Chevrolet Cruze compact car U.S. launch peaked on Sunday night, September 12, at the 2010 MTV Video Music Awards (VMAs) at the Nokia Theater in Los Angeles.

Marketing for the Cruze started last week with movie and TV actor Tim Allen debuting as the new voice of Chevrolet in the first TV commercials for the car. The much-anticipated vehicle's launch week culminated with Chevrolet's return to the annual MTV Video Music Awards telecast last night.

"We're confident that Chevrolet now has a compact car that will appeal to younger buyers, especially women," said Mary Kubitskey, Chevrolet U.S. advertising manager.  "The Cruze has already launched in more than 60 countries, so the fact that we can reach the VMA's young and international audience in a compelling way makes this a perfect venue to tell the Cruze story."

Chevrolet and MTV developed a product integration opportunity for the Cruze that entertained the VMA audience and showcased the all-new Cruze and the Chevrolet brand.

Chevrolet partnered with the musical group N.E.R.D., lead singer Pharrell Williams, and the singer Ciara to produce a live-to-tape performance from the Paramount Studios lot in Hollywood of N.E.R.D.'s hit video, "Hot-n-Fun."  For this customized version of N.E.R.D.'s "Hot-n-Fun" video, the stage was set as a 1950s vintage drive-in and featured old and new Chevrolet cars and trucks, reflecting Chevrolet's rich automotive and musical heritage.

"The Chevrolet brand has a deep connection with American popular culture, especially music," said Dan Lovinger, MTV senior vice president of Sales and Integrated Marketing.  "We're excited to have the Cruze and other Chevrolet vehicles past and present take the stage, reaching millions of VMA viewers through this innovative integration into the biggest night in music."