Workin’ watch yo momma gave you: Jaguar F-Type Coupe. Above we discussed how ads should make a single point and do that with panache. On the surface, this spot does a lot of the predictable stuff you’d expect in a car ad: revving engines, sexy racing and oversteered turns, plenty of beauty shots and closeups. Mind, the F-Type is an insanely sexy car that holds up well even to such predictable presentation. Besides, between these shots, you’re constantly reminded that British actors in American films always play the bad guy. That’s the single point this commercial makes … really, really well!
Sheer audacity – 2011 Chevrolet Superbowl. While specificity of message is usually sacrosanct, when it comes to the Superbowl, most clients just want to make a splash. Which this next spot does in spades.
Frankly I’m amazed it wasn’t more celebrated in the media. It was only three years ago but, kudos to Chevrolet for capturing the zeitgeist!
Did you ever watch an episode of Glee? Each opens with a signature gossipy synopsis of what happened leading up to the one you’re about to see. And do you remember the world three years ago, when Glee was bigger than Tim Horton’s? The Superbowl aired February 6, 2011. Outraged Gleeks had already nine weeks for a new episode to air. Yet, because of some damn football match on Fox, they’d have to wait a few trickling hours longer before getting their fix.
This spot was the lead-out from the Superbowl bridging into Glee. However, at first it purports to be Glee, aping that signature gossipy synopsis. It sets the ragtag bunch of singing misfits up to do a commercial for Chevrolet. So they cover the ‘50s classic jingle, See the USA in Your Chevrolet.
So, this was really a big joke that Chevrolet and Glee’s producers played on fans of the show. Brilliant!
‘Imported From Detroit’ – boldest and best positioning of the past decade! My former boss (a retired millionaire) like to call advertising a marketer’s last legal unfair competitive advantage. When you buy into beliefs like that, you can’t create wishy-washy work. This spot reminds me of that belief.
‘Imported from Detroit’ hailed the launch of the new Chrysler 200, but it could have been the positioning for whole company – perhaps even the whole American auto industry. The sweeping shots of historic Detroit juxtaposed against burnt out hulks will make the hairs on the back on your neck stand up. Note the tense music throughout, reminiscent of Eminem’s 8 Mile, though not plagiarizing. Mr. Marshall Mathers himself turns out to be the driver at the end of the spot. Very Detroit. Very good marketing.
