Chevy Brings Back Famous Baseball Commercial

Way to go Chevy!! Nice concept which has generated significant buzz:

Debuts a fresh take on the famed 1970's commercial "Baseball, Hot Dogs,
Apple Pie and Chevrolet"

DETROIT – In 1974, Chevrolet eloquently captured the Zeitgeist with its
classic commercial “ Baseball, Hot Dogs, Apple Pie and Chevrolet.” Now, more
than three decades later, Chevrolet pays homage to the spot originally created
by Campbell-Ewald with a modern spin by ad agency Deutsch Los Angeles.

Launching on July 1, prior to Major League Baseball’s All Star Game and as
part of Chevrolet’s ongoing sponsorship with MLB, t he new spot titled “Love
Affair” ( :60, :30) uses vintage footage from the original commercial and adds
modern elements of baseball including “stolen bases, goat cheese pizza, bottled
water” and “free agents, rally monkeys, fantasy leagues.” The “Love Affair” spot
is part of Chevy’s integrated marketing campaign in support of its MLB efforts.
The campaign includes broadcast, radio, print, on-line, in-stadium, Customer
Relationship Management fulfillment pieces and in-dealership components.

The original song was composed and recorded by famed jingle writer Ed
Labunski in 1974. The Chevrolet commercial also starred Labunski playing the
piano and is widely considered to have changed car commercials and automotive
branding forever. The original spot tied for first place in Car and Driver’s
January 2005 Ten Best Car Commercials.

“The spot marries baseball and Chevy’s nostalgic past with its progressive
present ,” said Ed Peper, General Manager, Chevrolet. “The original commercial
described the connection between Chevy, baseball and American culture so well
that it was the ideal choice to showcase how Chevy and baseball have evolved
over time. While Chevy and baseball have changed, the American love affair with
the two continues.”

World-class photographer/filmmaker Peggy Sirota directed the spot and sought
to capture both the spirit of the original commercial and iconic shots of today.
Her real, yet casual style contributed to a snapshot-quality look, incorporating
new images of skyboxes and mochaccinos, as if they were shot by fans
themselves.

“We saw a real organic, emotional connection between Chevrolet and baseball,
both then and now,” said Eric Hirshberg, Chief Creative Officer/President,
Deutsch LA. “Chevrolet and baseball have changed over the past 30 years, and
have not only kept up with the times, but remained a central part of the
American tradition.”

The comprehensive campaign retains Chevy’s tagline “An American Revolution”
but adds its tagline specific to the effort, “Chevy. Baseball’s #1 Fan.”

The campaign breaks nationally on Saturday, July 1 on Fox and on ESPN on
Sunday July 2. Additional elements will include: program ads, Sports Illustrated
& USA Today inserts, billboards, stadium signage, car toppers, windshield
clings, mirror danglers, wall signs, coasters, buttons, flyers, posters,
interactive efforts on MLB.com, ESPN.com and FOXSports.com, Yahoo Fantasy
Baseball promotion, and an XM Satellite Radio sponsorship, among others.

In 2005, Major League Baseball and General Motors Corporation announced a
three-year sponsorship agreement which made Chevrolet the “Official Vehicle of
Major League Baseball.” The agreement continues through the 2007 Major League
Baseball season and gives Chevrolet exclusive category rights.