After unveiling its new “Find New Roads” slogan, Chevrolet has kicked off its 2013 ad campaign with this 90-second anthem ad during the 2013 Grammy Awards on CBS. The tone of the ad varies as the models change with every scene, beginning with the Volt (of course). There’s also a colorful shopping scene with the Chevrolet Spark, a classed-up one with the new Impala, a trendy scene where a Sonic thinks its a skateboard, and an adrenaline-pumping chase scene involving a Corvette Stingray and some sort of flying, robotic stingray.
While the shelved “Chevy Runs Deep” slogan was great for celebrating a centennial and bridging the bond between the Chevy of today and that of yesteryear, the new ad seems to be made to attract new customers. And judging by the overall mix of the video, it seems that Chevy has a car for just about everyone. But what’s up with the robotic dog? Also note, the Chevrolet Malibu didn’t make the cut… nor did the Camaro. We wonder if either of these is due to the impending refreshes of each, such as the 2014 Malibu and 2014 Camaro.
Comments
I don’t think I ever knew what the heck was going on (I didn’t notice any disclaimers either–something I think they’ll need lots of), and I can’t say it was a good commercial, but I don’t think it will be quickly forgotten.
The hell?
What? You didn’t like the robot dog?
That, the skateboard Sonic, and the geezer snoozemobile Impala.
I mean I like the new Impala, but that ad pretty much put that car in a negitive light; that of a retirement home complete with Sinatra. I don’t know who approved that mess and didn’t think about the ramifications of making the car look dated right out of the gate.
“Oh a brand new Impala on a brand new platform. Lets put on a smoking jacket and see the world throught the eyes of someone with colour blindness”
Well, they aren’t looking for people under 30, maybe even 40. That’s not Chevrolet, that’s full size cars in general. This commercial shows a classy guy, not exactly an old man, even if it looks like it takes place in the ’60s. All I can see people taking from that bit is “classy”, not “old”. In fact, I watched this commercial a few times between classes today, and I repeatedly got people looking over my shoulder wondering what the car was. (These are college kids)
And these old set of buyers are likely in thier 70’s. Why bother catering to them?
I agree. While I understand what they were trying to do, the Impala would have been better served with that sequence opening with a classic impala and a matching 60s dressed man; then as the car pulled out it and everything to include the music turns modern. Or two men come out neighboring houses one a “older” gent opening his garage to admire his classic impala while his next door neighbor (a much younger man and maybe his family) hops in the 2014 Impala and gives a nod…or something like that.
Well, commercials are to be rememorable, which this one does well. Also it was very fun to watch. 🙂
They deliberately left out the Malibu?? What the…????
more of the Impala and that Corvette sequence…the rest…meh…
Come to think of it, that silver Vette would make an awesome “spy” mobile.
Anyone notice the fighter jet was shaped like a stingray?
WAS THAT TOM CRUISE EYES IN THE VETTE ?
Maybe the dog is representing all the new fangled technology we have all around us. Or maybe in the next few years we will be so surrounded with it, even our dogs will be fake. I did like the way the ad was constructed, each car with it’s own little spot. I think the swiping to different cars also speaks to the technology inside. They can add the Camaro and Malibu in during another time slot but I agree that the Impala was not really well represented in this spot.
Makes sense to leave the Malibu out because of the new redesign, but what about the Camaro? Is the Camaro getting a refresh that hasn’t been announced?
It’s been mostly under the radar. But we can expect a Camaro refresh.
[covers face in shame] I seriously want the last 1 minute and 33 seconds of my life back…