Aug
26
T.I. Races to the Top With Chevrolet’s Impala SS; King of Hip-Hop Teams Up With General Motors for Major Marketing Campaign; New Album, "T.I. vs. TIP," on Track for Summer ‘07
Filed Under Chevy Cars
The promotion — created in association with Translation Consultation &
Brand Imaging, a New York City-based brand marketing firm headed by founder
and Chief Creative Officer Steve Stoute — kicked off late last year with
the companion video for T.I.’s top 10 rap smash, “Top Back (Remix).” The
clip — which was a #1 rotation hit at BET and the MTV networks — featured
a number of vintage and current Chevys.
A trio of commercials co-starring T.I. and the new Impala SS followed in
early 2007, the first created using footage from the smash “Top Back
(Remix)” video. A second commercial, entitled “Infield,” effectively
merged two of America’s biggest cultural phenomena — hip-hop and
motorsports — by bringing together T.I. and NASCAR legends Dale Earnhardt
Jr. and Tony Stewart. The campaign’s third installment, dubbed “Ain’t We
Got Love,” made its debut during the 2007 Super Bowl festivities and
featured an all-star cast including T.I., Earnhardt Jr., Mary J. Blige, and
Big N’ Rich.
“Together, the Chevy brand team and Translation have displayed true
creativity and vision in partnering with T.I.,” said Camille Hackney,
Atlantic Senior Vice-President of Brand Partnerships and Commercial
Licensing. “This is only the beginning of a relationship that is sure to
lead to more innovative concepts and pioneering ideas. T.I. and Atlantic
are looking forward to expanding our partnership with Chevy and Translation
in the coming months.”
“I believe that T.I. represents a mindset shared by many young adults,
regardless of gender and race,” said Translation founder Steve Stoute.
“Chevy is a brand that represents a voice of American Revolution, and T.I.
shares some of those same values. The campaign has been very successful,
as people have paid attention to the diverse usage of songs from country to
hip-hop. Having T.I. represent the hip-hop perspective was the only choice
that Translation felt would be solid and authentic.”
The success of the Chevrolet promotion marks the beginning of what looks to
be T.I.’s biggest year to date. The ATL-based superstar was the king of
February’s 49th Annual Grammy Awards, scoring the “Best Rap Solo
Performance” award for his smash single, “What You Know.” T.I. also
received an additional prize for “Best Rap/Sung Collaboration,” marking his
alliance with Justin Timberlake on the #1 hit, “My Love.” The twin Grammys
capped off an incredible 2006-07 awards season for T.I., following his
triumphs at last year’s BET Awards, BET Hip-Hop Awards, and Billboard Music
Awards.
