“The Super Bowl is a huge opportunity for Chevrolet to connect with millions of consumers – before, during and after the game – with our ads and digital extensions,” said Joel Ewanick, global chief marketing officer, General Motors. “At the core of our efforts are great Chevrolet cars and trucks.”
“The Sonic and OK Go partnership is the perfect match-up of an innovative small car with a band known for its unique videos and musical interpretations,” said Ewanick. “The Sonic was built to be fun to drive and the ‘Needing/Getting’ music video highlights its agility, power, and spaciousness.”
In the music video, the four members of OK Go are shown in a specially equipped Sonic, driving through a race course lined with musical instruments and other homemade sound-generating objects. The car is used to play the instruments along the route with devices attached to the body panels, as well as to the wheels and tires. The sounds generated along the course make up the music in the song.
“We always strive to find a new path with our music and our videos, so it’s really great to partner with a company like Chevrolet that is willing to push boundaries to connect with their audience, too,” said Damian Kulash, Jr., lead vocalist for OK Go. “They gave us free reign to indulge our deep-seated stunt driving fantasies and we’re thrilled that they liked the results enough to incorporate our video into their Super Bowl plans.”
In addition to the music video, Chevrolet will debut two other ads for the Sonic and one each for the Volt electric vehicle with extended range and Silverado full-size pickup. Also airing during the telecast will be the Chevrolet Route 66 Contest winning ad “Chevy Happy Grad,” created by 26-year old Long Island resident, Zach Borst.
Chevrolet has a strong digital presence during the Super Bowl with a number of initiatives including the first-of-its-kind Chevy Game Time app, which allows viewers of Super Bowl XLVI to play trivia, interact with each other via Twitter, participate in polls and possibly win one of 20 Chevrolets or thousands of other prizes. The app has been downloaded more than 300,000 times since it was made available during the NFL’s NFC Championship game.
Courtesy of media.gm.com
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