Mary J. Blige Promotes Chevy's All-New 2009 Traverse

Following her successful ad campaign for the Chevrolet Malibu, R&B superstar Mary J. Blige next gets behind the wheel of an all-new, 2009 Chevrolet Traverse crossover for her latest series of ads for the Fall season.

The Traverse arrives at Chevrolet dealerships this month. Its beautiful design, eight-passenger seating, and best-in-class cargo capacity are touted in the advertisements, with a narrator announcing it has "the space to take everything with you, with the wisdom of leaving the baggage behind...Chevy Traverse: Everything you have ever wished for, and then some."

Askpatty recently spent some seat time behind the wheel of the Traverse as part of General Motors' recent 2009 product showcase held at the Bondurant School of Racing in Phoenix, Arizona. The lovely Traverse is the fourth in GM's family of crossover vehicles, joining its cross-brand sisters the Buick Enclave, Saturn Outlook, and GMC Acadia which are also built on the same Lambda chassis architecture. The Traverse is functionally much the same as its step-siblings, is the least expensive in the family, and gives Chevy a much-needed entry in this segment, replacing the truck-based TrailBlazer.

A TV spot featuring Traverse and Blige began airing this week. Targeting African American viewers and female-oriented programming, the spots are running on Black Entertainment Television and BET J, TBS, MTV and VH1 Soul and VH1 Hip-Hop Honors.

Print ads featuring the Mary and the Traverse appear in the November and December issues of Ebony, Essence, Odyssey Colour, Sister-to-Sister, and Vibe magazines; the November issues of American Legacy, Black Enterprise and Gospel Truth; and the December issues of O and Heart & Soul.

The "Many Marys" TV spot features Blige as she crisscrosses the city in her Chevy Traverse against the backdrop of her 1992 single "Real Love," reflecting on various moments in her long and diverse career. That reflection is creatively captured by "passengers" representing her at different stages on her career timeline. (View the ad at www.youtube.com/watch.) Since its debut, the video has grown virally online, generating positive comments and earning high rankings on YouTube.com's Autos & Vehicles channel for Top Favorite and Most Discussed. It also has been linked to by a number of fan and music blogs.

The online strategy continues with ads on Essence.com, BET.com, and AOLBlackvoices.com. "Our female target audiences - especially African American females - connect emotionally with Mary's authenticity, which is why she is such a great ambassador for Chevy," said Kim Kosak, Chevrolet general director for advertising and sales promotion. "This new TV spot really leverages the many phases of Mary's life to illustrate a key differentiator of the Traverse - its eight-passenger seating."

Blige has had a long and successful promotional relationship with Chevrolet and General Motors. Besides the Malibu campaign, Blige also has appeared at GM events such as the pre-Oscar charity "Ten" bash and at the GM Style event in Detroit that ushered in the 2008 North American International Auto Show - where Malibu was named 2008 North American Car of the Year.

The campaign was developed by Sanders\Wingo of Austin, Texas. "We feel the campaign showcases the Chevy Traverse while speaking through Mary J. Blige to our target in a way they take note of," said Bob Wingo, president and CEO of Sanders\Wingo. "Chevy Traverse and Mary J. Blige are a perfect match strategically and creatively. Both offer a rare blend of practicality and chic."

Building on the momentum of the successful Malibu launch,  the Traverse crossover claims it is taking its competition head on. It has more seating than Toyota Highlander, more cargo space than Honda Pilot and the segment's best EPA-rated highway fuel economy, at 24 mpg (2WD models). It promises to be a no-compromises crossover with an unmatched combination of features, including Chevrolet's new rearview camera system that uses a fisheye camera to display everything that's behind the vehicle right within the rear view mirror, and cool side-view mirrors that virtually eliminate blindspots.

Depending on its configuration, the Traverse seats either seven (with second-row captain's chairs) or eight (with split-folding second-row bench seat) passengers in three rows. Second-row buckets boast a "smart slide" feature to easily slide forward for convenient access to and from the rear seat -- which comfortably accommodates three full-size adults. Fold the second- and third-row seats flat with just a tug and a pull, and the Traverse can carry 116.4 cubic feet of cargo. Need to bring more stuff along than you can fit inside? Then it can easily be towed behind, thanks to its 5200-pound towing capacity. EPA fuel economy is rated at 17 city and 24 highway (FWD) or 16 city / 23 highway (AWD), promising a cruising range of more than 500 miles. And regardless of whether you live in hot or cold weather climates, front seat passengers will remain comfy, thanks to heated and cooled seats.

Its wide stance and low center of gravity reduce the likelihood of a rollover. Traverse's four-wheel independent suspension also enhances safety by providing stable ride and handling characteristics. It's a big vehicle, so it doesn't handle like the Corvette in which we zoomed around the Bondurant race track, but it offers a happy medium between secure handling and a comfortable ride.

"The Traverse is the right vehicle at the right time," says Ed Peper, Chevrolet general manager. "It is following the formula that is bringing Chevy back to a new generation of consumers - great styling, loads of class-leading features and tremendous value." Pricing for front-wheel-drive Traverse models, including the destination freight charge, begins at $28,990 for LS; $31,545 for LT and $39,810 for the top-of-the-line LTZ. All-wheel-drive models begin at $30,990 for LS; $33,545 for LT and $41,810 for LTZ.

By Brandy Schaffels
AskPatty.com Editor

 

A TV spot featuring Traverse and Blige began airing this week. Targeting African American viewers and female-oriented programming, the spots are running on Black Entertainment Television and BET J, TBS, MTV and VH1 Soul and VH1 Hip-Hop Honors.

Print ads featuring the Mary and the Traverse appear in the November and December issues of Ebony, Essence, Odyssey Colour, Sister-to-Sister, and Vibe magazines; the November issues of American Legacy, Black Enterprise and Gospel Truth; and the December issues of O and Heart & Soul.

The "Many Marys" TV spot features Blige as she crisscrosses the city in her Chevy Traverse against the backdrop of her 1992 single "Real Love," reflecting on various moments in her long and diverse career. That reflection is creatively captured by "passengers" representing her at different stages on her career timeline. (View the ad at www.youtube.com/watch.) Since its debut, the video has grown virally online, generating positive comments and earning high rankings on YouTube.com's Autos & Vehicles channel for Top Favorite and Most Discussed. It also has been linked to by a number of fan and music blogs.

The online strategy continues with ads on Essence.com, BET.com, and AOLBlackvoices.com. "Our female target audiences - especially African American females - connect emotionally with Mary's authenticity, which is why she is such a great ambassador for Chevy," said Kim Kosak, Chevrolet general director for advertising and sales promotion. "This new TV spot really leverages the many phases of Mary's life to illustrate a key differentiator of the Traverse - its eight-passenger seating."

Blige has had a long and successful promotional relationship with Chevrolet and General Motors. Besides the Malibu campaign, Blige also has appeared at GM events such as the pre-Oscar charity "Ten" bash and at the GM Style event in Detroit that ushered in the 2008 North American International Auto Show - where Malibu was named 2008 North American Car of the Year.

The campaign was developed by Sanders\Wingo of Austin, Texas. "We feel the campaign showcases the Chevy Traverse while speaking through Mary J. Blige to our target in a way they take note of," said Bob Wingo, president and CEO of Sanders\Wingo. "Chevy Traverse and Mary J. Blige are a perfect match strategically and creatively. Both offer a rare blend of practicality and chic."

Building on the momentum of the successful Malibu launch,  the Traverse crossover claims it is taking its competition head on. It has more seating than Toyota Highlander, more cargo space than Honda Pilot and the segment's best EPA-rated highway fuel economy, at 24 mpg (2WD models). It promises to be a no-compromises crossover with an unmatched combination of features, including Chevrolet's new rearview camera system that uses a fisheye camera to display everything that's behind the vehicle right within the rear view mirror, and cool side-view mirrors that virtually eliminate blindspots.

Depending on its configuration, the Traverse seats either seven (with second-row captain's chairs) or eight (with split-folding second-row bench seat) passengers in three rows. Second-row buckets boast a "smart slide" feature to easily slide forward for convenient access to and from the rear seat -- which comfortably accommodates three full-size adults. Fold the second- and third-row seats flat with just a tug and a pull, and the Traverse can carry 116.4 cubic feet of cargo. Need to bring more stuff along than you can fit inside? Then it can easily be towed behind, thanks to its 5200-pound towing capacity. EPA fuel economy is rated at 17 city and 24 highway (FWD) or 16 city / 23 highway (AWD), promising a cruising range of more than 500 miles. And regardless of whether you live in hot or cold weather climates, front seat passengers will remain comfy, thanks to heated and cooled seats.

Its wide stance and low center of gravity reduce the likelihood of a rollover. Traverse's four-wheel independent suspension also enhances safety by providing stable ride and handling characteristics. It's a big vehicle, so it doesn't handle like the Corvette in which we zoomed around the Bondurant race track, but it offers a happy medium between secure handling and a comfortable ride.

"The Traverse is the right vehicle at the right time," says Ed Peper, Chevrolet general manager. "It is following the formula that is bringing Chevy back to a new generation of consumers - great styling, loads of class-leading features and tremendous value." Pricing for front-wheel-drive Traverse models, including the destination freight charge, begins at $28,990 for LS; $31,545 for LT and $39,810 for the top-of-the-line LTZ. All-wheel-drive models begin at $30,990 for LS; $33,545 for LT and $41,810 for LTZ.

By Brandy Schaffels
AskPatty.com Editor