PRESS ROOM: Chevrolet and Prince Ea Team Up for Original Spoken Word

DETROIT – Rising spoken word star Prince Ea teamed up with Chevrolet to write, record and film a new piece inspired by the all-new 2016 Cruze.

For this collaboration, the writer and performer penned lyrical imagery depicting a parallel he sees between the Cruze and his own work-ethic, both as representations of what it means to hustle.

“I am really excited to have the opportunity to be involved in launching a product that breaks new ground in connecting people,” Prince Ea said.

Why the Chevrolet Cruze?
The Cruze is the right option at an affordable price for any hard-working up-and-comer with leading technologies such as 4G LTE to stay connected, Android Auto and Apple CarPlay to keep your favorite apps at your fingertips, and an estimated 40 MPG to keep you from having to stop at the gas station.

“This tremendous work from Prince Ea is a way for us to have a meaningful conversation with an increasingly influential audience, and demonstrate that our Chevy values align with theirs,” said Paul Edwards, Chevrolet, U.S. vice president of marketing.

With the Prince Ea project, Chevrolet continues its commitment to taking different approaches to marketing. This builds off a history of finding new ways to engage customers, whether writing an entire press release in emojis or encouraging everyone to #DayItForward by using their extra 24 hours from leap day to do something nice.

“The new generation of consumers is cutting their own path and seizing opportunity in innovative and unique ways – we see that and we are reaching out to them in the places and with creative that they are more likely to embrace,” Edwards said.

To display the spoken word piece to the world, Chevrolet will be the first automotive company to use Twitter First View, further exemplifying the brand’s dedication to finding the latest way to engage customers.

Prince Ea said, “To integrate messages for my audience that parallel what is going on in the real world, particularly encouraging people to achieve their goals and live their lives by using their own determination to succeed was an important factor for me to join this project.”

About Chevrolet
Founded in 1911 in Detroit, Chevrolet is now one of the world’s largest car brands, doing business in more than 115 countries and selling more than 4.0 million cars and trucks a year. Chevrolet provides customers with fuel-efficient vehicles that feature engaging performance, design that makes the heart beat, passive and active safety features and easy-to-use technology, all at a value. More information on Chevrolet models can be found at www.chevrolet.com

CONTACT:
Craig Daitch
Chevrolet Social Media and Brand Communications
248 330 0830
craig.daitch@gm.com

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