http://www.youtube.com/watch?v=9Op9owJiujY&feature=related
This ad apparently played during the 2012 Super Bowl, however I don't remember seeing it at anytime during the game. When advertisements have seemingly gotten stranger and stranger over time, this one might be among the strangest. Nothing is said about the car, and the vehicle is almost unidentifiable other than being a Chevy, due to all of the equipment mounted on both the outside and inside of the car. I have a feeling that people will get the impression this car is best suited for stunts and trashing, rather than being a legitimate car to purchase and use.
The ad is in sync with a new music video produced by OK Go, a band that has thrived from odd viral videos. To watch the music video, click the provided link: http://www.youtube.com/watch?v=MejbOFk7H6c&noredirect=1 I think that this is an odd partnership over all, and I fail to see what Chevy gets out of this bargain. The music video could have become a sensation, and that would have made it worth while for Chevy, but months after the release, the viewings are only at eighteen million, which is far below other viral sensations, especially other videos by OK Go.
Chevy will have certainly learned a lesson from this, that as abstract as they may want to be in their advertising - the product does need to be addressed, and this is just too much right now. The model of the car was not even mentioned in the ad. I'm not trying to be too harsh, however I do feel this was just a miss all around, and Chevy's wonderful advertising team should have known this. If anything however, perhaps Chevy put very little into this ad - and if that's the case, it may be worth the little buzz allocated towards it.
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