This Chevrolet Volt Takes Pot-Shots At Nissan Leaf With ‘Elevator’: Ad Break
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There aren’t too many good commercials these days, but this recent 2016 Chevrolet Volt ad is an exception to that.
In order to give the focus group guests a clear depiction of what it’s like to be helplessly stuck, the Chevrolet marketing team led them to believe that they were stuck in an elevator. The footage of various guests and their reactions is sure to get a laugh or two out of viewers, as it did for us.
Just before the elevator dwellers lose all hope, the door props open and there in front of them shining in a magnificent Kinetic blue and basking in all its fuel-efficient glory is the new 2016 Volt. The host asks the guests to reflect on their feelings while trapped inside the elevator, and uses that to emphasize the mileage advantage the Volt holds over the Nissan Leaf.
While the lack of range anxiety is true with the 2016 Chevrolet Volt, it hasn’t stopped Chevrolet from developing electric vehicles of its own, like the upcoming Bolt EV and the Spark EV before it.
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Interesting and clever ad.
This is the type of commercials that General Motors need and to push the advantages of a car essentially recharge itself especially as there are more gas stations in the country than battery recharging stations.
Again — another example of terrible advertising from GM. Either GM execs are utterly unaware of subtext, or their ad company thinks most people do not see subtext and so they can exploit this.
What does this ad do? It shows GM trapping people, shaking people, scaring people — inside a metallic room. What are cars again? Metallic rooms that move people. When cars shake — they can scare people. GM manufactures cars.
So these PINHEADS just associated one of the worst aspects of a car with their brand. And it doesn’t get simpler than that.
The ad’s intention is to tell you that the Nissan Leaf doesn’t go anywhere near as far as Volt. And so all you need to do is pick your demographic and SHOW this.
Suppose two families who are neighbors in Florida want to drive to Disney. One has a Leaf the other Volt. Show each family smiling like idiots side by side on the highway. And then show the Leaf family DIE in the middle of the road halfway there. ‘Nuff said.
Oh, at that moment, it’s critical for Chevy to explain how far the Volt will take you strictly on electric. That number better be as far as the Leaf goes or better. If that’s the case that is its own selling point. If its close enough for jazz, whatever.
Then — and this is important — make it clear that taking the Volt is greener than taking your petrol car on long trips. Right? Because that’s what the Leaf owners would have done. Taken the petrol car. Which pollutes every inch of the way. Whereas the Volt will get you ‘halfway’ there. Not to mention back too.
Instead we’re subjected to ‘not real people’ going ‘swaaawweeet’.
Give me a break.
I love how the range on the leaf is all electic and on the volt he quickly adds in “and a full tank of gas.” Silly GM thats not how EVs work.