Hasta La Creative!

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.

Credits after the jump.

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Although you have to wonder how necessary advertising the next Madden game really is, considering how football/gaming bros pretty much spend all summer salivating in anticipation of the pigskin franchise’s next release, Heat has put together a pretty brolarious spot for EA Sports’ 25th anniversary of the franchise.

In the second spot of the “Born to Madden” campaign (following the Arian Foster/Marshawn Lynch opus), directed by Wayne McClammy, it is revealed that the real inspiration for the NFL careers of Colin Kaepernick and Russell Wilson was a summer camp pact made in their youth to one day beat each other in Madden, as each other. The spot highlights some of the hardcore training Kaepernick and Wilson underwent, all so they could make the NFL, rise to star status, and play Madden NFL 25 against each other. So far Kaepernick and Wilson’s Madden sessions have led to only minor injuries, including a mild concussion suffered by Wilson from a stray thrown controller.

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Sure, 72andSunny and Samsung have had some fun comparing the latter’s smartphones to Apple’s in recent years, but in the last several months, it seems like the brand’s finally getting over their complex and showcasing the product line on its own. First, they highlighted the Galaxy S4 with a graduation-centered campaign. Now, they’re showcasing new features for Father’s Day with “hip dads in action.”

In “Swaddle Master,” a befuddled father learns the tricks of the swaddling trade via Smart Pause YouTube. With “Quick Snooze” (below), meanwhile, the same cardigan-wearing dad watches the game with his little one at the end of the day. As his eyes droop shut, the game pauses. He reopens them and it picks up where he left off.

Though this creative work may not go viral or win awards, showing the practical (and less glamorous) application of the S4’s features will perhaps win the hearts of young parents everywhere. On a special occasion like Father’s Day, maybe hitting your target audience is enough?

Credits after the jump.

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