Tim Allen: Extolling Soup to Car Nuts

Tim Allen is the new voice of Campbell's Soup — and of Chevrolet, which is something of a coup (not coupe) for GM.

Following on the heels of Robert Downey Jr.'s deal to become the new voice of Nissan, Allen's sonic branding of Chevrolet is a natural fit for the veteran actor and comedian.

Beginning with advertising voiceover work for the launch of the new Chevy Cruze small car this fall, the likeable, recognizable Allen is a bona fide automotive enthusiast, which attracted the new stewards of the Chevy brand to tap him for a vocal marketing campaign worthy of some of their hot new vehicles.

Not only is Allen a Detroit-area native with a true appreciation of cars in his DNA, but the star of TV’s Home Improvement and of movies such as The Santa Clause series has a 1996 LT5 Impala SS in his personal collection.

“Tim Allen brings the right combination of a recognizable voice with the credibility, likeability and humor that will connect with viewers,” said Joel Ewanick, GM’s CMO. “His passion for all things cars makes him the perfect match for the Chevrolet brand.”

Allen also has become recognized especially in Michigan, and throughout the Midwest, as the voice of the “Yes Michigan!” state-tourism advertising campaign. But his voice in that role has dimmed lately, forced by spending cutbacks.

Ewanick apparently intends to utilize Allen beyond the Cruze campaign but hasn’t made it clear yet how. GM's closely watched new CMO has yet to divulge his grand overall brand-sharpening strategy for Chevrolet, although he has promised it will be evident to all when Chevy advertises once again in the Super Bowl in February — in the company’s first appearance in the game in three years.

“Tim Allen will be the voice in our Cruze advertising,” Ewanick said, “but the car will be the star.” In that case, at least Cruze will be in the company of another star.