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GM has tapped actor and comedian Tim Allen to provide voice-over work for its upcoming Chevrolet Cruze ad campaign.

Michigan's biggest fan now has a new brand to represent: Chevrolet. Actor and comedian Tim Allen will be the official "voice of Chevrolet," the automaker says, beginning early next week.

The automaker will begin airing the first TV ads for its Chevrolet Cruze in the United States on September 7. Four :30 second spots developed by Goodby, Silverstein and Partners will debut initially, although GM says that it will increase its advertising presence later this fall when the Cruze begins arriving in dealerships.

"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 vice president of U.S. marketing, in a statement. "His passion for all things cars makes him the perfect match for the Chevrolet brand."

Allen's relationship with GM is more than a decade old. The "Home Improvement" star was the feature of several magazine articles in the late 1990s and early 2000s when he attempted to start his own customizing firm featuring GM cars like the Chevrolet Impala SS and the Cadillac DTS.

Although not a native Michigander, Allen grew up in the state. His voice can be heard on the state's "Pure Michigan" TV ad campaign.

"Everyone knows Tim Allen is a "?car guy' with Michigan roots," said Debbie Crispin, the owner of Bill Crispin Chevrolet in Saline, Michigan, in a statement. "What a great voice for Chevrolet."