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Two Auto Manufacturer’s Use Film Industry to Spur Interest in Product Line - General Motors and Mitsubishi Hope to Cash in on Popularity of Film

 

NEW YORK, NY - General Motors is planning on using the 2nd Annual Tribeca Film Festival in New York City, May 3rd - 11th as a platform to unveil three all-new vehicles: the Cadillac XLR, Chevrolet SSR and the Saab 9-3. 

As sponsor and the Official Vehicle Provider of the Festival, General Motors will play a role in many of the Festival's activities throughout Lower Manhattan. Established last year, the Festival was founded to create cultural initiatives dedicated to the economic redevelopment of Lower Manhattan. 

A selection of GM's all-new and historic vehicles will be seen throughout Festival week, at the opening procession parade, the 1950's style "Drive-In" and during the Family Festival Street Fair. GM will “raise the curtain” on the 2004 Cadillac XLR, the 2003 Chevrolet SSR and the 2004 Saab 9-3 on May 6th, hoping to engage the attention of the crowds expected to attend the event.

 

And in a similar tie-in, Mitsubishi Motors  announced plans today for a new television ad campaign based on the forthcoming launch of Universal Pictures' "2Fast, 2Furious," the sequel to the smash hit 2001 movie "The Fast and the Furious," scheduled for release on June 6, 2003.  The company also announced that the first television ad for Lancer Evolution will begin airing today and that the second phase of Endeavor spots are now in rotation.

 

    The new television ad, based on "2Fast, 2Furious," was created by Deutsch LA and will feature the 2003 Mitsubishi Eclipse Spyder Convertible and the 2003 Lancer OZ Rally edition.  It will include scenes from the movie staring Paul Walker and Tyrese.

 

 "'2Fast, 2Furious' is a natural showcase for the Mitsubishi Lancer Evolution and Eclipse Spyder," said Greg O'Neill, president and chief operating officer, Sales Division, MMNA.  "The fast-paced excitement of the movie perfectly parallels the style and performance of the Mitsubishi brand."

 

Separate from the co-branded efforts with Universal Pictures, Mitsubishi began airing today the first television commercial for the Lancer Evolution. The ad, titled "Religion," is based on the vehicle's championship rally heritage and long-standing popularity in the automotive enthusiast community. The ad cuts from scenes of Lancer Evolution thrashing around corners of a

rally course to the vehicle attracting throngs of enthusiasts on the car show circuit.  The ad began airing today on national television and cable.


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