Even the mighty King Kong is fascinated by this one

By , agencyfaqs! | In Advertising | February 06, 2007
In the launch TVC for the Chevrolet Aveo U-VA, iconic giant King Kong is cast alongside brand ambassadors Saif Ali Khan and Rani Mukherjee


will soon catch the fancy of mighty giant King Kong, albeit on the small screen this time. On the silver screen, King Kong was fascinated with a beautiful woman, but in an upcoming ad for the Chevrolet Aveo U-VA, he will direct his admiration towards the car.

The ad, conceived by McCann-Erickson, is slated to break on television on February 20. It shows brand ambassadors Rani Mukherjee and Saif Ali Khan cruising along a road in a Chevrolet Aveo U-VA. They are shocked when they see King Kong on the road ahead. The giant, known to destroy everything he comes upon, sees the spacious car and stares at it in wonder. Throughout the ad, one gets the feeling that he is fascinated with the spacious interiors and desperately wants to get inside. The ad ends on the positioning statement, 'Incredibly Spacious'.

Chevrolet Aveo U-VA
The ad, like the car, has a big-sized budget of Rs 6-8 crore. The spaciousness of the car is the key message. Ever since the U-VA's launch, occasional print ads have been released with the same idea, but this will be the first commercial on screen.

Incidentally, with this commercial, General Motors has extended its contract with actors Rani Mukherjee and Saif Ali Khan. According to the company, the duo has effectively connected with the audience. GM research shows that they draw a perfect parallel with the brand by embodying the qualities of the Aveo sedan and hatchback versions - performance and aesthetics, substance and style.

"We believe the brand and the personalities of our ambassadors have derived mutual benefit from the association in the past, so we are continuing with their endorsement of the Chevrolet Aveo car lines," says Ankush Arora, V-P, sales, marketing and after sales, General Motors India.

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