A new Chevrolet Impala marketing campaign that will debut during Game 7 of the NBA Finals on ABC tonight features nine-time Grammy Award-winning musician John Legend. The artist’s newest single “Made to Love” is featured in the first spot of the campaign, which shows Legend drawing inspiration for his music as he drives a 2014 Chevrolet Impala in New York City.
“John Legend and one of Chevrolet’s most legendary cars, the Impala, are a powerful combination,” said Chris Perry, vice president, Chevrolet Marketing. “Legend’s impeccable style and deep musical accomplishments make him a natural behind the wheel of a car that has demonstrated innovative and smooth style for 50 years,” he added.
Legend says his first car was a Chevrolet and as a child of the Midwest, he has been an advocate of the resurgence of Detroit and the U.S. auto industry.
“I see a lot of parallels between the renaissance of a classic brand like the Impala and what I try to do as an artist,” Legend said. “I strive to make my music innovative while grounded in a classic style. The Impala is a true classic, yet its understated elegance appeals to me today,” said the musician.
The campaign, which will include radio, print, digital, social media and cinema, will appear across general market and African American-focused media properties. According to Chevrolet, the videos draw parallels between Legend’s persona and the sophistication of the all-new Impala. Scroll down to watch the first video of the campaign.
By Dan Mihalascu