Mary J. Blige stars in new Chevy Traverse spot from Sanders\Wingo agency

(October 7, 2008) Following her highly successful ad campaign for the Chevrolet Malibu, R&B superstar Mary J. Blige gets behind the wheel of an all-new, 2009 Chevrolet Traverse crossover for a series of national TV, magazine and online ads that continues through December.

A TV spot featuring Traverse and Blige began airing Sunday. 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. The campaign was developed by Sanders\Wingo of Austin, Texas.

Print ads featuring the Traverse and Blige 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. Other placements and partnerships may be announced.

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.

The Traverse's design, eight-passenger seating and best-in-class cargo capacity are touted, 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."

Since its debut, it 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 in October, 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, most recently, 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.

"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."




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