DETROIT (Jan. 6,1998)--General Motors Corp.'s Chevrolet division has signed up a new mascot, of sorts. To help market the division's Monte Carlo model, Chevy has licenced the use of Warner Bros.'s high-speed Tazmanian Devil cartoon character who made a surprise appearanceat Tuesday's presentation. Taz, who debuted in 1954, began his cartoon career as a foe always outwitted by Bugs Bunny.
Chevrolet will use the character with the Monte Carlo, a two-door model that serves as Chevy's NASCAR race car. John Middlebrook, general manager of chevrolet, said the cartoon character is intended to broaden Monte Carlo's appeal.
Beginning in February Chevrolet will air ads featuring Taz and Earnhardt, said Middlebrook, who hinted at future possibilities tied to Warner Bros.' retail stores, theme parks, and media outlets. "Taz is really putting the wild spin on our Monte Carlo marketing efforts," he said. "And the possible extensions of this relationship are almost without limits."
Chevrolet will show a series of television advertisements showing real-life Team Monte Carlo driver, Dale Earnhardt, transforming into the cartoon Taz. The cartoon Taz is then shown driving a real Monte Carlo race car. How did Earnhardt feel about it? "I really didn't have to work with him," the driver deadpanned. "I just did my part, and they did the animation over in Hollywood."
