[ad#post_ad]We just recently saw the first Chevy Volt commercial which aired on Wednesday in the World Series. Accompanying that 30 second commercial were three other Chevrolet commercials.
All are narrated by comedian Tim Allen and all evoke memories of this country’s past and how Chevrolet has been a thread that ties the decades together. The advertising tag line “Chevy Runs Deep” tries to remind consumers how much a legacy the brand is for the country, and how it is still alive. Furthermore the brand’s future is exemplified prominently by the Chevy Volt.
The following commercials illustrate these ideas:
2. Dogs in trucks:
3. Chevy runs deep:
4. That first Chevy:
It is obvious GM has abandoned the ill-conceived memo of former brand director Jim Campbell to not call the brand Chevy, which is good. Whether prompting consumers to remember Chevy’s role in this country’s past will sell more cars isn’t known. The new advertising push is being led by GM’s new VP of marketing Joel Ewanick. The ads were conceived by GM’s new advertising partner Goodby, Silverstein & Partners, who took over after GM severed ties with Campbell Ewald with who was their advertising partner for over 90 years.
“Are we going to wrap ourselves in the American flag? No, we’re not, but we are going to wrap ourselves in the values and the character that has been part of this country for centuries,” Ewanick said. “That’s what we want to be.”
These commercial are reminiscent of previous patriotic campaigns such as “Heartbeat of America” and “American Revolution” that didn’t necessarily drum up a lot of business. Of course back then there was no Chevrolet Volt.
Ewanick believes this strong historic American theme is something Japanese competitors cannot claim, and allows the brand to be set apart. “We have a soul that our strongest competitors don’t have,” Ewanick said. The question is, will it work?
Quote Sources (Reuters)
This entry was posted on Thursday, October 28th, 2010 at 12:33 am and is filed under Advertising, Brand. You can follow any responses to this entry through the RSS 2.0 feed. Both comments and pings are currently closed.