We may be nearing peak emoji, as Chevrolet has become the latest brand to play around with the familiar icons—writing a press release almost entirely in emojis to announce something (who knows what?) about the Chevy Cruze.
The automaker explains: “Words alone can’t describe the new 2016 Chevrolet Cruze, so to celebrate its upcoming reveal, the media advisory is being issued in emoji, the small emotionally expressive digital images and icons in electronic communication.”
Chevy is challenging people to decode it. You can see the whole thing below. Or you can wait until 2 p.m. EDT today, when it will be decoded for you. The hashtag—because emojis sometimes just aren’t enough—is #ChevyGoesEmoji.
There are plenty of PSAs targeting texting and driving, but the majority (if not all) of them deal with things from the driver’s side. McCann Mexico just launched a campaign for Chevrolet which flips the script, cautioning viewers, “Don’t Text a Driver.”
In a 50-second spot, a man sitting on the toilet and texting is transported into the middle of the road. As he goes along his way, drawing in viewers with the absurdity of the situation, he continues obliviously texting. Finally as he approaches a curve, the driver he’s texting (who is looking at his cell phone, rather than the road) has to brake and swerve to avoid hitting him. The spot concludes with the message, “When you text a driver, you become the hazard. Don’t text a driver.” Three supporting print ads deliver the same message in similar scenarios: one also employing a man texting from the toilet, another from a copy machine and a woman texting at the hair salon. It’s nice to see an agency taking a slightly different approach to the subject, as it’s all too easy to ignore these messages when they all sound the same. We’ve included one of the print ads below.
Credits:
Agency: McCann Mexico City
Client: General Motors
Product: Chevrolet
Campaign name: Don’t Text a Driver
Chief Creative Officer: Javi Carro
VP Creative Director: Jorge Aguilar
Creative Director: Javier Echevarría/Joka Alquicira
Copywriter: Javier Echevarría
Art Director: Pablo Motta/Ricardo Montes de Oca
Production Team: Juan González/Rafael López
Production House: Antídote MP
Director: Edgardo Abon
Executive Production: Juan Aura / Mark Castro / Gabriela Goela
Musician: Héctor Ruiz /MCO Studios
The work looks to turn the staid car ad model on its head by utilizing a common ad trope: gathering a bunch of non-actors and gauging their reactions to the product in question. Its goal is to push the “smart car” concept while selling the new Chevy Malibu.
The first spot in the campaign gets to the heart of the matter with a little completely inappropriate “TMI”:
The series continues with different subjects/victims in “Eyes on the Road,” which proves that even zombies, puppies, and burned-out rock stars can’t detract from the brilliance of Chevy:
That’s a pretty hard sell. The next ad goes even further in comparing one vehicle to another and presenting subject with what we’ll call “a Sophie’s choice”:
The first ad launched yesterday, and Chevy recruited various notable personalities to promote it under the #BestDayEver hashtag by “perform[ing] good surprises” for Americans.
Here, for example, is the redneck guy from The Walking Dead doing…something good.
More ads are visible on the Chevy YouTube page with additional broadcast work to air in the coming weeks. Given the client’s recent vote of confidence in its agency, we expect to see more, different work for Chevrolet throughout the year.
The campaign has five separate credits lists, so we’ll just post the first.
Creative Chairman Linus Karlsson
Chief Creative Officer Gary Pascoe
Executive Creative Director Duffy Patten
Executive Creative Director Bob Guisgand
Associate Creative Director Dan Marvin
Art Director Celia Nelson
Executive Producer Brian DiLorenzo
Executive Producer Kelly Balagna
Senior Producer Matt Flaker
Account Director William Wilt
Director Zach Merck/MAKE
Executive Producer/MAKE Founder Dana Locatell
Supervising Producer/MAKE Partner Tim Mack
Editor Ting Poo, Spot Welders
Online/PLUTO, Detroit
Online/VFX: Larry Chadwick
Sr. Audio Engineer, PLUTO, Detroit, Grant Castleberry
You’re almost certainly aware that General Motors is currently suffering through a scandal created by its lack of tech savvy. Yet, even as the terrible PR is somehow increasing sales numbers for the automaker, a new spot created by Commonwealth/McCann indicates that Chevrolet wants customers to know that it’s moving on. In fact, we might say that the brand has begun “a new journey.”
This spot is ostensibly all about the 4G Wi-Fi available in new models, but in a larger sense it’s about how Chevrolet is moving forward on all cylinders and bringing its customers along for the ride.
The July 4th debut was no accident, either: as Chevy’s VP of Marketing puts it, “What better time than the Fourth of July to celebrate the new independence that Chevrolet provides”…via working Wi-Fi.
In order to reinforce this point, the team at Commonwealth/McCann Detroit adroitly make the sort of “that was then, this is now” juxtapositions that one sees in many campaigns for products with tech components.
"Maddie," a minute-long commercial by young Canadian director Lloyd Lee Choi, didn't win Chevrolet and Mofilm's Oscars competition. That honor went to a whimsical exploration of creativity by Jude Chun, whose ads about kids making a movie with a 2014 Chevy Cruze aired during the Academy Awards on ABC.
Choi's entry, however, clearly has legs—four of them, to be precise, belonging to the ad's titular Golden Retriever, whose heartrending story unfolds in reverse chronological order. (Three dogs were actually used to portray the pooch.) "Maddie" opens at the end of the dog's life, closes in puppyhood, and makes the point that your Chevy—seen throughout—can also be "A best friend for life's journey."
Shot for $7,000 in less than three days, it's an emotional tail-chaser that's proven to be popular yet polarizing. Some commenters seem to both love and hate various aspects of the film. (AdFreak's Gabriel Beltrone called it "beautifully written and produced," then smacked Choi with a rolled-up newspaper for making folks angry "when you realize Chevy is a dick who has shamelessly manipulated love for a dying dog to get you to buy a car.")
The ad has fetched more than 1.4 million views on YouTube, compared to 33,000 for Chun's winning entry. It's the best of both worlds for Chevy, which reaps publicity from both spots but still maintains some distance from the mildly controversial "Maddie" ad.
Of course, it's up to each viewer to decide whether any commercial is best in breed … or just a dog. To gain some insight, AdFreak chatted with Choi about "Maddie."
Where did you get the "Maddie" idea? Is it based on something from your own life or the experience of someone you know? Chevy is a very family-oriented brand, so we came up with an idea that followed a girl and her family—their life together told in reverse. But I felt it was missing an emotional thread, and I thought back to my childhood growing up with pets and how they provide us with unconditional love and affection that is so unwavering … and that's a beautiful thing. I wanted to capture that truthfully, which is why we showed a multitude of moments, big and small.
What was the major theme or message you were trying to get across for the Chevy brand? I think viewers nowadays prefer subtlety versus messaging that's in your face. Our generation tends to skip commercials that blatantly advertise something, and we are quick to forget about it and move on to the next thing. Chevy wanted young filmmakers to create content that focused on authenticity and narrative that evoked an emotion. In the end, our main goal was to create a narrative that told a compelling story in one minute.
Why shift into "reverse"? Did using reverse chronology present any problems? A reveal is more exciting!
The spot took me a couple weeks to edit, trying to find a flow that worked. Always a bit more challenging when you have to film and edit against your natural inclination of moving forward in time.
Where did you get the dogs, and how many did you use? Did they cause any problems during filming? We used three dogs and a litter of puppies, all found through friends. Stanley (young pup), Maddie (main dog) and Lily (old dog) were the stars. They had their moody moments, but we all do in our different ways. Filming a couple times before with animals, I've come to realize you just have to let them be and sometimes film around them. And to be patient. Oh, and they dictate the washroom breaks.
What was the toughest or most surprising thing about the production? On our search for our main dog—and type of dog—I was in a coffee shop waiting in line. I looked across the street and I saw a beautiful Golden Retriever sitting at the heels of its owner. In my memory, his fur was literally shimmering in the light. I pointed and said to my girlfriend, "That dog is perfect!" She laughed and told me that was her friend and her dog. We walked over and said hi and I was introduced to the Golden Retriever, whose name was Maddie, and that is the main dog you see in the spot.
[On the set] we made sure to set aside an hour in the production schedule to play with all the puppies.
I was operating the camera during the vet office scene, where in a few takes we all started to tear up. Parts of those takes were unusable due to camera-shake.
Were you surprised you didn't win the competition? We weren't surprised we didn't win, and kind of knew going into the competition we wouldn't. We wanted to create a short film, and our tone was too bittersweet for commercial purposes. Chevy definitely chose the right spot. Jude's ad is incredible!
Are you surprised by the intense reaction, with "Maddie" going viral? The reception of "Maddie" has been insane and amazing so far. The cut that we released was a director's cut that was mainly to showcase our work online for reel purposes, so we could get more work. We never expected more than a handful of industry people to watch it, but the spot grew online organically and just exploded.
I think people are gravitating toward it because they can relate so closely to the story. In the end, it's a story about the life we live with a friend who loves us unconditionally, really the only ones that surpass human judgment and emotion, and give us pure love. Many people have felt that, and can see themselves in that story. And I can see why others aren't so fond of the spot, either being reminded of something that they will have to face one day, or feeling as if they were cheated by a car commercial.
What's the big takeaway … the main lesson you've learned? People really connect with content that hits a different chord than all the other content out there. So much is being created and shared daily, and what stands out is what is authentic and meaningful in that person's day, at that time in their lives.
I've received a few heartwarming emails from people on how the spot has really affected them on a deep level, not just making them emotional and shedding a tear, but reminding and inspiring them to appreciate and cherish their loved ones (animal and human) just a little more. Those emails meant the world to me.
The spot would never have worked using a cat. Because cats suck … right? Ha! I do love cats and dogs equally. And maybe cats could've worked—it would just have a different tone, full of attitude and sass. Cats tend to be divas, harder to work with, and usually ask for too much.
Here's a candidate for most mercenary ad of the year—a homemade spot that was among those entered into Chevrolet and MOFILM's Oscars competition. Thankfully, it didn't win.
It opens on a young woman getting ready to say goodbye to her Golden Retriever. It then heart-wrenchingly backtracks through her relationship with the pet, all the way back to her childhood. It is beautifully written and produced, and will make you feel sad, and make you smile, and then make you angry when you realize Chevy is a dick that has shamelessly manipulated love for a dying dog to get you to buy a car—by slapping the punny "A best friend for life's journey" tagline onto a shot of an Equinox at the end.
The point of the ad seems to be that your Chevy will outlast your dog, or something. Or maybe, like your dog, it will be there through all the times? And eventually the car will die, and you will be sad about that, too? Except you won't really care, because it's a machine, and not a pet, and well-adjusted people don't develop the same attachment to machines as they do to pets?
Em um de seus comerciais no Super Bowl, a Chevrolet promove uma ação social – enquanto exibe seu Silverado em belas paisagens, é claro.
A marca celebra o World Cancer Day, que acontece no dia 4 de fevereiro, através da campanha Purple Roads. Prometem doar 1 dólar para a American Cancer Society para cada pessoa que deixar roxa sua foto de perfil no Facebook e Twitter.
Traz como trilha a música do “Don’t Leave”, de Ane Brun.
Ao som de You Sexy Thing, clássico do Hot Chocolate na era disco, a Chevrolet resolveu apostar em um clima romântico para seu comercial do modelo 2015 do Chevy Silverado no Super Bowl. Ou pelo menos, o mais próximo disso, levando-se em conta que o verdadeiro protagonista do filme criado pela Leo Burnett de Detroit é um touro reprodutor.
Apesar de no final quem se dar bem é o protagonista de quatro patas, para o público feminino o verdadeiro destaque é o cowboy que faz o transporte do touro em sua Silverado.
Avec une qualité d’image incroyable, Advantage est le nom de ce court-métrage réalisé par Martin & Sandro Baebler. Produite par Bsv-Production, il nous plonge dans une ambiance old-school, suivant la course d’un homme en voiture au volant d’une vieille et magnifique Chevrolet Corvette C2, non sans rappeler le film Bullitt.
As of this writing, Carnival had already blown past the 5,000-Like mark in a mere two hours, despite having just 2.2 million fans, a mere fraction of Coca-Cola’s 73.6 million. A few brands, namely Beats by Dre, JetBlue and Chevrolet, were past 2,000 Likes, while poor eBay and EA apparently forgot to participate altogether—or at least hadn’t posted anything two hours into the competition. Perhaps even sadder, Nestlé and Yahoo did participate but hadn't broken 200 Likes yet.
While it may not be a true test of brand potency, today's challenge sure is a telling reminder that there's a big difference between having a lot of fans and knowing how to put them to use. After the jump, check out a fun gallery of branded images Monopoly created to tease the contest.
This Chevy Volt ad, titled "Silent Anthem," is an extended version of the Volt footage we saw in the "Find New Roads" launch spot in February. Visually, it's interesting, although it's as much an ad for wind farms and iPads and robot dogs as it is for the Volt. The deer/dog moment at the end is pretty barfy, too, but at least this campaign reaches for something beyond the norm. The Volt bookended the launch spot, which made it feel like the focus of it. But the other vehicles in it have been getting their own individual :60s as well. Check out three of those after the jump.
Jeff Goodby has some experience teaming up with another agency to work on Chevrolet—an experiment that didn't go so well for him. So, in light of Sunday's episode of Mad Men, he tweeted out this amusing note below on Tuesday. To be fair, it almost certainly won't end well for Don, either.
Teaming up with another agency to work onChevy, Don Draper? Dude, we should talk. @madmen_amc
A Chevrolet parece mesmo estar saindo do limbo impregnado por coxinhas que dominou sua publicidade nos últimos anos, e tem, recentemente, apostado em uma linguagem mais ousada e atual. Isso vale tanto para o Brasil quanto EUA, onde a nova linha de automóveis da empresa – incluindo Spark, Sonic, Cruze e Volt – despertou o departamento de marketing da sonolência crônica.
Promovendo o modelo Onix no Brasil, a Chevrolet sai novamente dos padrões para destacar o painel touchscreen do veículo. O comercial conta a história de diversos dedos que, talvez, não tenham um trabalho tão digno quanto o seu, mas ainda assim merecem respeito.
A criação da WMcCann é um belo exemplo de linguagem irônica e bem-humorada, com texto esperto e locução que ajuda e diverte, em vez de incomodar como na maioria dos filmes nacionais que populam nossa televisão. É tal o acerto, que mesmo os 15 segundos finais – onde a marca puxa o freio da ideia e não abre mão de ser expositiva – se salvam.
Então ficamos assim no ranking das recentes campanhas automobilísticas brasileiras: Chevrolet sobe, Fiat desce (ladeira abaixo).
A nova linha de automóveis da Chevrolet parece ter despertado o departamento de marketing da sonolência crônica.
Domingo é dia de clássico no futebol inglês, com jogo entre Manchester United e Liverpool. Apesar de ser uma das maiores rivalidades do universo futebolístico, torcedores de ambos os times têm mais em comum do que poderiam imaginar. E foi exatamente isso o que a Chevrolet decidiu explorar em The Manifesto, filme que integra a campanha Driven By Each Other. A premissa é que ambos os times dividem valores comuns que os unem, o que inclui respeito mútuo e a motivação na busca pelo sucesso, excelência e o apoio dos fãs.
Os fãs podem participar falando sobre o que os motiva no Twitter, usando a hashtag #DrivenBy, além de conferir vídeos com jogadores dos dois times no canal ChevroletFC, no YouTube.
É claro que os torcedores mais exaltados não gostaram nada de ver seus ídolos dividindo o discurso com o “inimigo”. Daí surgem duas questões: será que a Chevrolet errou ou acertou a mão? E mais: será que daria certo uma campanha destas no Brasil?
Quantas vezes você já viu ações legais de concessionárias de automóveis? Palhaços, bandeiras gigantes e malucos de perna-de-pau na porta não contam. Já esse aqui é um exemplo singelo, útil, barato e, imagino eu, muito efetivo.
Para apresentar o novo Chevrolet Cobalt, a concessionária Orca resolveu resgatar potenciais consumidores quando o carro lhes deixou na mão.
A empresa rastreou chamados de guincho, e realizou um test-drive até o local em que essas pessoas no meio da rua ou estrada queriam chegar.
Chega no Brasil o Sonic, novo carro da Chevrolet, e você pode ser o feliz dono do primeiro carro. Em algum lugar do país, um Sonic foi jogado de paraquedas e quem o encontrar leva.
Primeiro você precisa resolver enigmas através da nossa fanpage no Facebook, os 5 participantes que fizerem mais pontos se classificam para a segunda fase, que será uma caça ao tesouro de verdade – em algum lugar do Brasil – em busca do Sonic.
Você tem até o dia 13 de maio para participar do desafio online, quando serão revelados os finalistas e também a cidade em que o carro está escondido. Saiba mais sobre como funciona nesse tutorial.
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[Esse post é trazido a você por Chevrolet. Texto de responsabilidade do anunciante.]
Posts patrocinados exibem informações escritas e fornecidas pelo próprio anunciante/agência. Os editores do B9 não tem relação direta com os anunciantes e não influenciam a mensagem. Saiba mais.
Street art na publicidade não é novidade pra ninguém. Mas onde pode chegar a publicidade, tendo em mãos criatividade, tecnologia e robótica? A Chevrolet, que já bancou as pirações da banda OK GO há não muito tempo atrás, agora se juntou com o californiano Jeff Soto, artista renomado na cena do grafite internacional, para desenvolver um carro com braços mecânicos com capacidade de pintar paredes. Antes de tudo, vale dizer que Jeff Soto faz nas paredes, usando spray, o que muita gente sofre pra fazer no photoshop. Com a ajuda do seu parceiro robô, o artista aceitou o desafio de pintar um muro a “quatro mãos”. E o resultado é excelente. Além de um videodocumentário perfeito para a web, as fotos geradas pela ação são impressionantes. É o tipo de campanha que dá aquela inveja branca, pela criatividade e pela coragem da marca. E o tipo de campanha que empolga quem está no mercado, e quem está chegando. A ação é completa e conta também com site , fanpage e aplicativo para smartphone e tablet.
A indicação veio por e-mail, através dos amigos da Galeria Choque Cultural, que inclusive já trouxeram os trabalhos de Soto para o Brasil anos atrás….
Le groupe OK Go a choisi de passer un partenariat avec Chevrolet pour son nouveau clip. Illustrant le morceau “Needing/Getting”, la vidéo a été tournée dans le désert californien et illustre le groupe en voiture recréant la mélodie tout en conduisant, avec plus de 1000 instruments.
O novo clipe do OK Go não foi exatamente exibido no Super Bowl, mas a banda faz parte da campanha “Let’s Do This” da Chevrolet para o Sonic, cujo comercial mostra algumas das cenas do vídeo e entre outras manobras radicais.
Criado para a música “Needing/Geeting”, o projeto levou mais de 4 meses de preparação, e inclui 1157 instrumentos improvisados que interagem com o Chevy Sonic, resultando em uma verdadeira orquestra no deserto.
A criação, em parceira com o OK Go, é da Goodby Silverstein & Partners.
A Chevrolet não apenas mostra que sua Silverado vai sobreviver ao fim do mundo em 2012 nesse comercial para o Super Bowl, como também cutuca a Ford diretamente. Dave não resistiu ao apocalipse, já que ele dirigia um carro da concorrente.
E é dito assim mesmo, sem meias palavras.
Importante notar também algumas referências cinematográficas que aparecem no filme: “Eu Sou a Lenda”, “Zumbilândia”, “Transformers” e “Magnólia”, por exemplo. Eu diria que tem um Q de “Fallout 3″ e “O Livro de Eli” em alguns quadros, mas posso estar viajando.
A Chevrolet, que tem a comunicação mais frouxa entre a categoria automotiva (no Brasil então nem se fala), tem acertado com os caminhos criativos escolhidos para o Super Bowl nesse ano.
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