I have been waiting with bated breath to see the first commercial from GM regarding the Chevy Volt. Would it be as confusing as the commercials for the EV1? Would it make unsustainable promises? Could it possibly get me excited about a car I have written about every which way?
The answers were surprisingly no, no, and yes. I like this commercial, which comes from a new ad agency GM hired earlier this year after dumping the agency they have had for over 90 years.
Back in May, GM dumped longtime Chevy ad agency Campbell-Ewald, which had been with Chevy for 91 years and gave us slogans such as “Like A Rock” for Omnicron’s Goodby, Silverstein & Partners agency. Chevrolet has also hired well-known funnyman Tim Allen to be the new “voice” of Chevy. As we get a nice view of the Volt rolling through the American countryside, through suburbia and past gas stations, Allen cuts in to give us a few simple words on the Volt.
“This isn’t a country where plans made at 9 necessarily apply at 5. This is America, man. Home of the highway, last-minute detours and spontaneous acts of freedom. We’re wanderers, wayfarers, even nomads. So doesn’t it just make sense that we build an electric car that goes far? Really far.”
For me, that sums it up nicely. Could they have talked more about the Volt’s 25-50 mile all-electric range? Sure, but listing off statistics really would have gummed up this commercial. For me, this simple commercial really sells the Volt…or maybe leases it, since it does cost over $40,000.
I don’t care for the “Chevy Runs Deep” slogan, but that is a gripe for another time.
Sound off readers, what do you think of this commercial? Good, bad, or indifferent?