Ad Break: New Chevy Volt Ad Campaign Features Real Owners
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Behold the first two ads of Chevy’s newest ad campaign for the Chevy Volt. The two spots, first publicized by GM CEO Dan Akerson as featuring “the facts” and being “more interesting”, feature Volt owners Priya and Adam and labels them as “the happiest drivers on the planet”.
Adam touts the fact that he thinks about the future and cares about his car “because it’s a cool car” that’s “stylish and makes a statement at the same time”. Adam’s segment also touches on the fact that the public at large may not be familiar with the way in which the Volt works, and then goes on to explain that “when the battery runs down, the gas engine operates.” Thus, Adam never worries “about running out of battery power because it just switches over to [the] gas engine”. Adam concludes by stating, “I very rarely put gas in my Chevy Volt” and “I love the Chevy Volt… and I’ve never loved a car.”
Meanwhile, Priya’s spot touts the Volt’s uniqueness, exterior and interior styling, and — more than anything — the gas mileage. “I don’t really know what it’s like to stop and get gas. I am going to the gas station once a month, probably less.” Priya concludes with this closer: “You should get a Volt because it’s gonna save you a crapload of money.” Yes, crapload.
As both Adam and Priya discuss their love for the car, small subtitles complement their narration. For instance, when Priya blurts out “crapload”, the subtitle is quick to point out that “she meant boatload”.
The GM Authority Take
Well, these are definitely interesting and more informative — as Mr. Akerson had promised, although we find it interesting that the Volt takes a backseat in the ads while the narrators soak up the spotlight. But is it just us or do the subtitles seems to be mocking the narrators in a way?
At the end of the day, it remains to be seen if these two ads will educate the public about the Volt and its benefits, and whether they will improve Volt sales, image, and public perception while increasing interest in the car. We, as always, remain hopeful.
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Great point about back seat, I don’t think I have ever seen a commercial highlighting the interior or the car overall, I am buying the car not a new friend who is going to tell me how much they like there Volt… Make it about the car, Then have someone talk about how much they love the vehicle.
They’ve tried that. People thought the “drivethorugh” and “gas station” ads were vauge.
I like the user testimonies. It’s something that Volt’s detractors can’t shoot down…easily.
If you haven’t driven a Volt you don’t know just how fun it is to drive, and how much nicer the interior fit and finish is than an average Chevy. Volts are seriously cool cars, and they cost about 1/6 what it costs to drive a normal car. Plus, they use American electricity to drive, not foreign oil/gasoline. Try a Volt, you will probably like it more than you expect.
Good ads. Both of them.
y dream to get a volt,,,,but the price is to much for me maybe later the price go down,,you no y work 15 minute from home imagine y never put gas in this car..wow..
GM finally….FINALLY ( after 3, 4, or 6 attampte ) got the advertising spot on. It’s believable owners touting how little gas they use…and how they love their cars – this will strike home with American car buyers. Just filled my tank with the first $4.09 gallon of reg. unleaded where I didn’t get a discount. OUCH! This is all I can say!
The $33,000 after tax credit isn’t looking so huge now – huh?
My 28 year old nephew just moved to LA. Last night he sad the traffic gridlock was extreme. “Pretty much stay put for four hours per day and don’t move, ’cause you won’t be able to”. I told him to watch for Volts silently whizzing by in the HOV.
Even the HOV is gridlocked now, your nephew is right 2:30-6:30. Do not go anywhere because you cant move. HOV or no.
There are alot of volts here though, see one at least every week.
Oh and gas is $4.50 in my neighborhood.
In Washington State I see a Volt a week now – probably more in the near term. Gas locally has gone down 4 cents/gal to $4.05 for regular , it’s higher in the city of Seattle.
Today I spotted my first red Volt – very nice, so far my favorite color choice. Have not seen the blue one yet – or a grey one in person.
Sad to hear the HOV is plugged up also. What do we need next? Flying cars? The one at the New York Auto Show looked a bit tepid to me….
Adam: “I love the Chevy Volt… and I’ve never loved a car.”
When I heard that I thought:
“Chevy Volt: The car for people who don’t love cars…”
@Adam:
So Adam, if they’re “saving a crapload”, and “loving their Volt” – is that a bad thing in your book?
Question #2: Is the Volt a bad car in your book?
Question#3: If people who buy a Volt are buying a daily driver and they are not “car guys” does that make a Volt buyer a bad person?
for commercials about not having to buy gas very often, you could have a large man filling his plate in a buffet line and say “I get gas in my stomach more often than I put it in my volt!”