“No matter where you’re going, getting there is a real treat when you drive Chevrolet — the best-looking, best-driving car on the road.” That’s how this Chevy commercial, aired in 1956, begins.
The ad goes on to introduce the viewer to the “handsome new gleaming new nine-passenger Boulleville for shopping or hauling a full load of kids to a picnic, you name it, the Boulleville fills the bill.” Then comes the “Bel Air sport coupe — long, low, distinctive — truly Chevrolet in design and performance.”
Then comes this gem: “You’ll like Chevy’s get-up-and-go, as exciting to drive as it is appealing to the eye. And how easily the new Chevrolet handles — a little lady, a big station wagon — how nicely it corners on a bumpy road.” The ad goes on to cite the power and performance that allowed Chevy to set the 24-hour competition track record at Darlington, South Carolina.
In the very end, the commercial reminds the viewer that “your key to true driving pleasure is waiting for you at your Chevrolet dealers” and instructs to “drop in tomorrow and let him show you how easy it is to own a beautiful new Chevrolet — the best-looking best-driving car on the road.”
The GM Authority Take
Man how times have changed. This ad, which lasted a full minute and 15 seconds, would probably lose the interests (and attention spans) of most TV viewers today. But there’s something distinctly American here — something that’s not immediately tangible, yet is ever-present.