DETROIT – Chevrolet is breaking ranks with the stale tradition of local advertising and opting for some entertainment via a TV show built around likeable but quirky characters who work in a Chevy dealership. The story, however, is told in a series of 30-second commercials.
The new local dealer advertising campaign, which begins airing Thursday (March 1), is titled “Under the Blue Arch.” It’s directed by Randall Einhorn, whose credits include directing “The Office,” “Modern Family,” “Parks and Recreation,” “It’s Always Sunny in Philadelphia” and “Wilfred.”
The show is a 30-second retail format featuring a consistent cast of characters – from the former radio host turned salesman to the top-selling single mom – set in a new Chevy dealership. The “made for TV” dealership family will be featured in local dealership group advertising and portray the brand’s new look and feel.
“The automotive retail advertising landscape is very crowded, so you have to find a way to break through,” said Joel Ewanick, GM vice president and Global Chief Marketing Officer. “Humor is a great educator and this campaign is designed to grab people’s attention, tweak their funny bone and get them to consider Chevrolet.”
Filming for the ad campaign took place in a Chevrolet dealership in Southern California in early January, but is designed to be location neutral with a fictional town and dealership name to be discovered by those interested in the show. During 10 days of filming, Einhorn and Goodby Silverstein & Partners, Chevrolet’s advertising agency in the United States, created numerous video vignettes which form the basis for the ad series.
“The dealership and each of its characters represents the Chevrolet brand, which are friendly people in a comfortable and inviting surrounding,” said Ralph Watson of Goodby, Silverstein & Partners. “Randall and the cast brought the store to life in a way only they can – by thorough preparation and thoughtful choices for improvisation. Over the course of rehearsing, they became their characters.”
The filming produced extra material that will be used to seed the “back story” of the new guy, Kyle, “from down in Ft. Wayne,” and reveal some of the relationships of the people working there while hinting at future plot lines. Audiences will be able to follow the group’s adventures and learn more about each character by visiting facebook.com/UndertheBlueArch or .youtube.com/UndertheBlueArch.
Courtesy of media.gm.com
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