New 2007 Chevrolet Avalanche Folds Commercial Airs on Survivor

Chevrolet rolled out a massive integrated marketing campaign for the all new 2007 Avalanche on the season finale of "Survivor". "Survivor" viewers viewed the debut of a high impact television commercial called "Folds" that dramatically communicates the vehicle's industry-leading flexibility. The integrated campaign includes television, on-line, print, event marketing and promotional components. The all new 2007 Chevy Avalanche is the most flexible vehicle on the market. "The vehicle's midgate technology allows the Avalanche to convert from a pickup to a full-size SUV and it is able to run on gasoline or E85 ethanol," said Kim Kosak, Chevrolet general director of advertising and promotions. "The marketing campaign builds on the vehicle's brand promise and cleverly showcases the Avalanche's product benefits."

In "Folds," attention-grabbing special effects are employed to demonstrate the duality of the Avalanche. The spot opens on a man exiting his brownstone in a city environment. Parked on the street in front of him are a Chevy Tahoe and Silverado. As the announcer says, "Pickup or SUV," the two vehicles morph into an Avalanche as the screen folds in on itself. After driving off in the Avalanche, the driver passes a gas station with the sign "Ethan's Mini-Mart And Petrol." The screen folds again and the new sign reads "Ethanol," a nod to the Avalanche's E85 capability. The next scene cuts to the Avalanche stopped at a light with a boat on a trailer parked nearby. Again the screen folds and the boat is now hitched to the Avalanche as the voiceover concludes, "Haul or tow. The all new 2007 Chevy Avalanche. The most flexible vehicle out there."

During the coming weeks Avalanche will have a strong traditional and online media presence. The "Folds" spot ran during May sweeps and Avalanche print advertising will appear in 35 magazine titles. The print campaign includes a special "folding" print insert that converts into multiple configurations that mirror the flexibility of the Avalanche and is accompanied by the copy: "Go From Weekday...to Weekend in Under 60 Seconds." First appearing in select August monthlies, the insert will be included in 13 publications in key categories including Men's (Men's Health), Outdoor (National Geographic Adventure, Outside) and Technology (Popular Mechanics, Popular Science).

In conjunction with the debut of the "Folds" TV spot on "Survivor," Chevrolet also launched an interactive Avalanche microsite housed on www.chevy.com. The site engages the vehicle's target consumer, who increasingly uses the Internet as a primary source of information to research vehicles. The site delivers a high-tech user experience that brings the vehicle to life in an innovative way. Visitors have access to a 360-degree, user-controlled, interactive experience of the Avalanche's internal and external features including a CGI peak inside the Avalanche's engine in action.

In June, Avalanche will partner with MSN.com to deliver "12 unforgettable weekends," which will integrate Avalanche into a customized outdoor weekend planner. The Avalanche experience will also be available for download on mobile phones through ESPN wireless and AvantGo home page takeovers. Male-targeted video-on-demand and broadband opportunities will be used to reach Avalanche's tech-savvy audience on cable networks including HGTV, DIY, and Discovery Channel.

Chevrolet is providing consumers the chance to interact with the Avalanche with "The Avalanche Flex Challenge," an event marketing program that kicks off June 7-11 at the Country Music Association Festival in Nashville. The "Flex Challenge" lets visitors experience Avalanche features through a timed challenge, encouraging "hands-on" interaction with the segment-defining midgate and other Avalanche-exclusive equipment. "The Avalanche Flex Challenge" will join the popular "Chevy All-Access Music Tour" and "Chevy Racing Tour" at events nationwide including the Brickyard 400 in Indianapolis , MLB All-Star Week in Pittsburgh and the State Fair of Texas in Dallas.

The Chevy Avalanche will also be featured as the lead vehicle at Major League Baseball's All-Star Game, SPO's NASCAR #29 Goodwrench Expertise Challenge, and on 110 out-of-home billboards in 54 U.S. markets.