Call it controversial if you want. Or call it progressive. Or just call it the 21st century. But the Chevrolet Volt ad targeting the LGBT (lesbian, gay, bixsexual and transgender) community has received a lot of attention — an estimated 11 million views on the Internet. It’s also clever enough to earn itself an Amplifier Award from the Gay & Lesbian Alliance Against Defamation.
The “I’m Electric” Volt ad was created for Chevy by Goodby, Silverstein and Partners and was originally published in the Motor City Pride edition of Detroit’s free LGBT publication, Between the Lines, which charged just $750 for the ad space. Soon after, the ad was widely reprinted, picked up in the gay community, and spread around social media like wildfire.
GM also showed a side of marketing leadership, as most other automakers have found themselves shying away from targeting the LGBT market specifically. Perhaps the practice will catch on with the rest of the industry.