Culture

Chevrolet partners with DreamWorks to animate Camaro, Traverse

By Dmitry Sheynin , May 30, 2013 06:02 PM EDT

DreamWorks Animation is teaming up with Chevrolet to create the titular character for the upcoming film Turbo, as well as several other Chevy vehicles that will appear in the film.

Turbo is a 3D computer-animated film about a garden snail that dreams about being the fastest snail in the world. One day, he meets a Chevy Camaro and his dreams come true. In addition to consulting on the design of Turbo, Chevrolet will also be lending a hand in creating the Indy cars that appear in the film.

"Turbo is one of the most anticipated films of the summer, and we couldn't be more excited about this collaboration, which aligns perfectly with Chevrolet's renewed presence in INDYCAR," said Tim Mahoney, chief marketing officer, Chevrolet. "Millions of future drivers will be inspired by Turbo to realize their dreams both big and small."

In addition to consulting for the animated film, Chevrolet has also built a replica Camaro made to emulate the one that appears in the film. The Turbo-inspired Camaro will appear in marketing spots leading up to the film's release and will leverage the synergy between the movie's theme of making dreams a reality and Chevy's "Find New Roads" marketing campaign.

"In a film about a slow snail who dreams of being fast, who better than Chevrolet to give our hero his first taste of high-speed driving on the open road? Our relationship with Chevrolet both onscreen and at the Indy 500 is a natural fit that adds a layer of authenticity to this wild ride of a story," said DreamWorks Animation's chief marketing officer, Anne Globe.

Turbo is slated for a July 17 release and stars Ryan Reynolds, Paul Giamatti, Snoop Dogg, Maya Rudolph, Michelle Rodriguez and Samuel L. Jackson. In addition to the film, the franchise will also consist of a television show called Turbo: F.A.S.T. (Fast Action Stunt Team) that will premiere in December on Netflix. It will be the first original series on Netflix intended for children and also the first series from DreamWorks animation to premiere online rather than a traditional TV network. Video game releases of Turbo are also planned across most of the major gaming consoles.

As part of the larger marketing campaign, DreamWorks will also help produce spots for other Chevy vehicles, including the Traverse.

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