By Dale Buss, Contributor It’s a good thing for Tim Allen that his return to TV comedy in ABC’s Last Man Standing is being so well-received. Because it appears as if the actor’s long-standing and respected gig as the mellifluous voiceover for Chevrolet ads has reached its end. Chevy plans to break the first TV spots under its new “Find New Roads” tag line as early as Super Bowl Sunday, February 3, or even before. And while GM has stuck with its pledge made last spring not to place commercials during the actual Big Game itself, Chevrolet executives clearly are eager to begin to execute against the new brand positioning that is replacing the less-than-effective “Chevy Runs Deep.” Whether new TV ads begin appearing on Super Bowl Sunday “hasn’t been determined yet,” Chris Perry, Chevy’s CMO, told me at the North American International Auto Show in Detroit last week. The company said upon unveiling the new slogan earlier this month that creative executions would begin occurring during the first quarter. And “Find New Roads” already is appearing in Chevrolet’s exhibit at the Detroit show as well as on the web site for its new 2014 Chevrolet Corvette Stingray that was unveiled at the NAIAS press preview on January 13. As far as Allen — a Michigan native and avowed car nut who also voices the successful “Pure Michigan!” tourism-advertising campaign — is concerned, Perry said, it’s “not definite” whether he’ll return to voice for the new slogan. “It’s that way with any new campaign,” Perry said. Hmm. If Allen is still in the cards for a new “Find New Roads” TV ad that would run, say, on Super Bowl Sunday, that would make for some incredibly quick production work between now and then. Presumably, of course, Chevy made its decision about Allen weeks or months ago and apprised him of it, and new initial ads under the “Find New Roads” campaign, with or without him, already are in the can. In any event, if Allen truly is out as Chevy’s pitchman even though his voice work has been widely lauded as perhaps the best thing about the lame “Chevy Runs Deep” campaign, it would be a clear sign that Chevy wants to get as far away as possible from that positioning. It would be finding a new road indeed.
Source: FULL ARTICLE at Forbes Latest