Posted by Dale Buss on June 7, 2012 02:50 PM
Chevy's new TV ad for its Sonic subcompact, "Night Swimming," is one of the industry's best spots so far this year because it effectively targets the Millennial generation whose interest is so crucial to the success of any car in that segment.
There are a few reasons why, including how the commercial highlights the myChevrolet app after the driver has locked his keys in the car. “The all-new Chevrolet Sonic, with the myChevrolet app,” intones Tim Allen in the voice-over, as the spot's happy swimmers drive away. “From ‘close call,’ to ‘best night ever.’”
Two other big reasons are the director, Jason Reitman, and the soundtrack. It's not unusual for automotive OEMs to snag big-name directors for their commercials anymore. For example, Paul Feig (The Bridesmaids) and Rob Cohen (The Simpsons) helped Ford pull off its highly successful Focus Doug online video campaign last year.
Reitman, of Juno and Up in the Air fame, was attracted to the idea of helming the "Night Swimming" spot in part because of the creative possibilities, Matt Scarlett, Sonic advertising manager, told brandchannel.Continue reading...