Chevy launches unconventional ad for Malibu, Cruze

Michael Martinez
The Detroit News

General Motors Co.’s Chevrolet brand has launched an unconventional ad campaign for its 2016 Malibu and Cruze.

The brand tapped Michigan filmmaker Sam Raimi to direct a 60-second trailer that will be played in movie theaters nationwide for the next six months. The trailer has a horror-film vibe as a female character goes to open a door in a presumably haunted house before a voice tells her to stop and leave, followed by a narrator asking “Wouldn’t it be nice to have a warning before bad things happen?”

The trailer is meant to highlight the vehicles’ new active safety features like lane-keep assist, pedestrian alert, park assist and others which help warn drivers to upcoming road hazards.

“We continue to look for unexpected, attention grabbing ways to tell our story,” said Paul Edwards, U.S. vice president of Chevrolet Marketing. “With this trailer, we have thrown a twist into that quintessential, edge-of-your-seat horror movie moment to highlight the comprehensive suite of available active safety technologies in our new Malibu and Cruze.”

The company says it expects to reach nearly 2,300 theaters and 14,000 screens nationwide during the ad’s run.

Separately, Fiat Chrysler Automobiles this weekend began running an ad campaign for its Chrysler sedans featuring actors who have played U.S. presidents on television and in film. Lincoln Motor Co. on Monday launched a new ad for its 2016 Navigator featuring Oscar-winning actor Matthew McConaughey talking to dogs.

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