DETROIT -
Chevrolet has turned to major league’s baseball pinnacle event — the World Series — to kick off its latest ad campaign.
The “Chevy Runs Deep” campaign showcases models like the Cruze and Volt, spotlights the history and potential of the brand and discusses the brand’s association with American life as well as with baseball.

The campaign was slated to make its debut Wednesday night during Game 1 of the World Series.

“The World Series is a defining piece of American culture,” stated Joel Ewanick, GM’s vice president of U.S. marketing. 
“It has a story, a soul and a connection to every generation – just like Chevrolet. You can’t get a better fit than Chevy and baseball,” he continued. “It’s the perfect opportunity to talk about Chevy’s commitment to America and showcase our newest cars, trucks and crossovers.”
Included in the six TV spots is a 60-second commercial — an “anthem” piece, as the automaker called it — that delves into Chevrolet’s history while giving a glimpse of what its future may hold.
The campaign includes three 30-second commercials that officials say will center on reflecting “Chevy’s connection to defining moments in American life.”
Furthermore, there is another 30-second advertisement that goes into the relationship between Chevrolet and baseball and then another 30-second ad that spotlights the Volt.
Voicing the ads will be TV and movie star Tim Allen, who began serving as “the voice of Chevrolet” in September with the premiere of the Chevrolet Cruze spots.
The latest campaign will also incorporate digital, print, out-of-home and social-media elements. These will also be featured throughout major league baseball’s championship event.
“As we prepare for Chevrolet’s centennial in 2011, we’re beginning a new chapter in Chevy history,” Ewanick said. “This is a brand that has touched all Americans.
“We’re proud of our heritage and eager to let people know how we can create a better future through vehicles like the Cruze, Volt and other fuel-efficient models that will be coming soon, including a new sub-compact car and the Spark,” he continued. “We believe this campaign provides a great platform to tell that story.”
The campaign was developed by Goodby, Silverstein and Partners.
“We are incredibly excited to be part of this effort,” stated Jeff Goodby, co-chairman of the firm. “Chevy has always had a unique connection with our country. Today, Chevy delivers more relevant products and innovation to more people than any other car company.”