Mohawk Chevrolet Goes Viral With ‘The Office’ Inspired Videos
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A local Chevrolet dealership has hit the big time with a viral TikTok video series, with one of the six episodes – inspired by “The Office” and using the same theme music – reaching two million views and the most recent at a million views and counting.
Mohawk Chevrolet, located on Route 67 in Ballston Spa, New York, uses two of its digital branding personnel, Ben Bushen and Grace Kerber, to make the popular marketing videos according to AdAge.
A lighthearted prank provided the initial inspiration for the series when an employee brought in a large number of small rubber ducks and hid them in many places around the office. As Kerber described in the AdAge interview, the unexpected duck swarm produced both consternation and amusement, while “one employee really did look up the security footage, and another person did collect them hoping to get a prize.”
The duck joke prompted Kerber and Bushen to film their first episode of the series. While “Get Ducked” remained a low-view, localized video for some time, another episode featuring Kerber’s attempts to park a Chevy Silverado exploded from 100 likes the first day to 200,000 views by the end of the following morning.
The videos, filmed in the mockumentary style of “The Office,” aren’t scripted beforehand and are instead based on a story idea that dealership personnel with the necessary personality then improvise on. Bushen and Kerber remain the main characters and the people responsible for episode ideas and filming, and they are trying to increase their output to one video a week.
The Silverado video shows Grace Kerber’s attempts to drive one of the pickup trucks to the growing alarm of Ben Bushen, who first guides her through a three-point turn and then rides as a somewhat less than enthusiastic passenger. You can view the episode in its TikTok version below:
@mohawkchevrolet Episode 5 of The Dealership “Lemme drive the rado'”🛻 **Based off a true story #MohawkChevrolet #TogetherLetsDrive #CarBravo #UpstateNY #SaratogaSprings #MaltaNY #BallstonSpa #Chevy #Chevrolet ♬ original sound – Mohawk Chevrolet
TikTok has become Bushen and Kerber’s platform of choice because it delivers the videos to more eyes than Facebook or Instagram. While some of the series’ followers fear legal repercussions from using the theme from “The Office,” many are simply enthusiastic about the episodes. One summed up the feelings of the majority by saying, “Mohawk Chevrolet needs to get picked up by Netflix ASAP because I can’t stop watching these.”
The viral video campaign drew the attention of the Bow Tie brand itself, with the official Chevrolet account posting a reply that included a wide-eyed emoji and the comment, “Watch out, Hollywood.”
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The Office and Seinfeld.
The Best .