New Corvette gets driven by Scarlett Johansson in ‘Captain America’
Tahoe, Silverado and Impala also get product placement roles
NEW YORK — “Captain America: The Winter Soldier” opened nationwide this weekend. But they might as well call it “Scarlett Johansson Drives a Corvette Stingray” because movie-goers will witness a flood of product placements from General Motors.
Chevrolet cut a deal with Disney’s Marvel Studios to give its Corvette, Tahoe, Silverado and Impala models virtual co-starring roles in the new film. The movie’s directors, Joe and Anthony Russo, even directed a new commercial for the Chevy Traverse that shows kids reenacting parts of the trailer.
It’s one of the biggest product-placement deals for GM since its pre-bailout 2007 tie-in with the first installment of the “Transformers” franchise. Though only a few of the GM models featured in the first “Transformers” were available for purchase at dealers — the Chevy Camaro and Pontiac Solstice weren’t on sale at the time — the carmaker benefited from its heavy exposure in the Michael Bay flick.
Read the full story here: New Corvette gets driven by Scarlett Johansson in ‘Captain America’
Michael McCarthy.
Advertising Age
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