• Sep 3rd 2010 at 2:29PM
  • 50
General Motors has officially announced that television and movie star Tim Allen will be the new "voice of Chevrolet," starting with a series of ads that will begin airing on September 7. These ads will be for the all-new 2011 Chevrolet Cruze, and while Allen is a big-name with a very recognizable voice, GM's vice president of marketing, Joel Ewanick, reminds us that "the car will be the star."
Allen is best known for his starring role on the long-running 1990s sitcom Home Improvement, as well as his roles in The Santa Clause movies and as the voice behind Buzz Lightyear in the Toy Story trilogy. In addition, Allen is also a well-known automobile enthusiast and has an extensive car collection. He is a native of Detroit, Michigan, and has a strong love for classic American muscle cars.

Look Listen for Tim Allen in four 30-second GM spots, scheduled to hit your television screen in the coming weeks. GM says that the Cruze's marketing campaign will ramp up as the cars begin to arrive at dealerships in greater volume. For the full details, hit the jump to read GM's press release.

[Source: General Motors | Image: Michael Schwartz/WireImage.com]
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Tim Allen to be the Voice of Chevrolet

- Actor's Voice to be Prominent in Television Advertising
- Debuts Sept. 7 in TV Spots for the All-New Chevrolet Cruze

DETROIT – Television and movie star Tim Allen will be the voice of Chevrolet, beginning with the TV advertising for the all-new 2011 Chevrolet Cruze. The first ads for the Cruze will air next Tuesday, Sept. 7, Chevrolet announced today.

"Tim Allen brings the right combination of a recognizable voice with the credibility, likeability and humor that will connect with viewers," said Joel Ewanick, vice president, U.S. marketing, General Motors. "His passion for all things cars makes him the perfect match for the Chevrolet brand."

Allen is best known for his work in television's "Home Improvement" and movies including the "Toy Story" trilogy, as the voice of Buzz Lightyear, and "The Santa Clause" franchise. He is a native of the Detroit area and has a long-standing love affair with automobiles.

Allen has an extensive car collection, including personally designed versions of a 1996 Chevrolet LT5 Impala SS, a 2000 Cadillac DeVille DTSi.

"Everyone knows Tim Allen is a 'car guy' with Michigan roots," said Debbie Crispin, owner, Bill Crispin Chevrolet of Saline, Mich. "What a great voice for Chevrolet."

Allen will debut in the advertising for the all-new Chevrolet Cruze, which will use accolades from the news media and comparisons to competitive cars in the compact segment to introduce the Cruze to the marketplace. These ads will be followed by additional television ads with a large social media component, product integration in relevant shows and events, as well as advertising specific to the features and benefits of the Cruze.

"Tim Allen will be the voice in our Cruze advertising, but the car will be the star," Ewanick said. "Our communication on the Cruze will highlight the car, its features and its competitive advantages."

Advertising will ramp up later this fall, as the Cruze begins arriving in volume at dealerships.

The TV ads were produced by Goodby, Silverstein and Partners and include four :30 second spots.

The Cruze offers the spaciousness and amenities of a midsize car with the fuel economy of a compact. The Cruze also affirms Chevrolet's commitment to building refined, fuel-efficient vehicles using new, small-displacement, four-cylinder engines. The Ecotec 1.4L I-4 turbo with variable valve timing received an Environmental Protection Agency fuel economy rating of 26 miles per gallon in city driving and 36 mpg on the highway for the manual transmission and 22/35 for the automatic. The Cruze Eco model launching later this year is expected to get 40 mpg on the highway.


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  • 50 Comments
      • 5 Years Ago
      Basically copping Ford's idea... Too little, too late. How about something original???
      • 5 Years Ago
      Great...Chevy is having a former druggie sell their cars....I'm going to buy a Ford.

      Tim Allen is the biggest jerk on the planet, and I speak from experience.
      • 5 Years Ago
      Nooooooooo!! I can't believe they are replacing Howie Long with Tim Allen. Howie Long is my all time crush and I love seeing him on TV. Blast Chevrolet!!
      • 5 Years Ago
      Galaxy Quest is one of the most underrated movies ever... OK too dramatic, but its a good one.
        • 5 Years Ago
        My problem with Galaxy Quest was that I could not picture Professor Snape as anything but a Hogwarts teacher.
      • 5 Years Ago
      Never have been a Tim Allen fan. But I guess he'll be all right. But then, I'm stuck in the 90s with Kathleen Turner from Northern Exposure when she was doing Chevy commercials.
      Damn, I love that woman. Remember, The Heartbeat of America?
        • 5 Years Ago
        You are so right. I stand corrected. Forgive a 72 year old ex-Chevy car salesman. Some times the wires get a little crossed.
      peagumbo
      • 3 Years Ago
      i dont understand why chevrolet thinks it is appropriate for a convicted drug dealer to represent their company. allen is a successful actor/ comedian but he was also a successful distributor of cocaine and in doing so disrespected our country, our laws and the good people who play by the rules!
      danwat1234
      • 2 Years Ago
      Just heard the Cruze commercial with Tim Allen and it's 2013
      • 5 Years Ago
      Let's just say Tim's no "Mike Rowe"! He's "A" "No. 1" in my book!
      • 5 Years Ago
      The Dude is, "Pure Michigan."
      • 5 Years Ago
      guess Tim ran outta cash.
      • 5 Years Ago
      I think David Ramsey who plays Dexter and voices the new Dodge commercials is awesome. I am not sure where Tim Allen fits in, is he going to grunt?
      • 5 Years Ago
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