Skip to main content

Were Chevrolet's Super Bowl Ads a Touchdown or a Foul?

Photo Credit: General Motors

As promised, the 2015 edition of the Super Bowl game provided exceptional suspense and some thrilling moments. Besides the New England Patriots' Vince Lombardi Trophy winning performance with a last-minute interception of a Seattle Seahawks touchdown attempt, other victories were obtained between plays at the 49th annual big game.

At the cost of 4.5 million dollars per 30-second spot, companies sought their ticket to winning customers on Monday by sinking big advertising budgets in commercials yet again. During Super Bowl XLIX, one automaker operated from an interesting marketing playbook in promoting their latest mid-sized pickup truck. Chevrolet went to great lengths to gain the attention of viewers (sadly it appeared only United States TV watchers were the targeted audience. Though Chevrolet would not participant with in-game advertising for 2015, the auto company immersed themselves heavily in the pre-game as well as post-game activities. Awarding a 2015 Chevrolet Colorado pickup truck to the MVP of Super Bowl XLIX after the game to Tom Brady (like it or not that a millionaire receives a pickup truck on top of so many other accolades), the auto company also gained attention for some unique commercials unveiled prior to kickoff. In fact, one creative ad stuck fear in the hearts of many and gained the undivided attention of Super Bowl viewers.

Minutes before kickoff, viewers of the NBC coverage of the big game observed an aerial view of University of Arizona Stadium just as the picture and sound began to degrade. Within a few seconds, the television signal for the Super Bowl was apparently lost. A frightening sight to football fans bracing to watch the Patriots/Seahawks showdown, over 100 million American television viewers saw their television screens turn black. After a few seconds of where the consumption of food and refreshments ceased, a message "What would you do if your TV went out?" popped on the screen. Reprieve for NFL fans and general Super Bowl viewerships, the apparent TV signal loss was simply an ad for the 2015 Chevrolet Colorado's 4G LTE Wi-Fi system. 

Entitled "Blackout", the Chevy commercial was a mere prank on viewers (albeit a momentarily heart-jolting prank on a large audience rarely seen since Orson Welles' 1938 radio broadcast of "War of the Worlds" scared the population of the potential of an alien invasion). Interestingly enough, viewers taking to social media appeared to honestly appreciate the advertisement with many calling it clever. The Chevrolet Blackout spot also received from more predictable responses you would expect from diehard football fans. Some social media conversations used the word "troll" or variations on that phrase to describe the commercial. Best case scenario for everyone played out as Super Bowl XLIX proceeded but the Chevrolet Blackout ad's effectively added some extra anticipation for viewers watching the game realizing a potential crisis was averted.

While the Blackout spot appeared to have been accepted as a clever practical joke, another Chevrolet ad released ahead of the Super Bowl appears to have ruffled some feathers. A component of a three-part advertisement series Truck Guy Focus Group, one ad entitled "Sexier" earned a share of outrage from some viewers. In the Chevrolet commercial, a focus group containing actual people were asked to judge two photographs. Two of the same man differed with one showing him in front of a plain-looking sedan and another with a 2015 Chevrolet Colorado in the background. The results, of course, favoured the guy when he stood in front of the Colorado. Some viewers took the Twitter calling the ad sexist and appealing to a gender stereotype.

Able to see the point of the focus group ad's critics, I remembered watching an episode of the investigative show 'Mythbusters' where they tested whether women were attracted to men based on money. It turned out a sample group rated certain photographs with higher income occupations more favourably than when the same images had lower earning professions. On Mythbusters, they theorized the result was an element of human nature that women seek someone they believe is a steady, good provider. Maybe the image of the man with the red Colorado exhibited a similar ideal.

Regardless of whether the commercials were received positively or negatively, Chevrolet succeeded in creating a conversation relating to the bowtie badge among many Super Bowl viewers in the United States. However, it will be dealership traffic in their vehicle showrooms for Monday and the days following when judgement can be made if the campaign was a New England Patriots-style celebration.


Popular posts from this blog

Will NASCAR's Next Gen Car Development Avoid Mistakes Made With CoT?

  Photo Credit: James Gilbert/Getty Images untitled On Wednesday of this week (May 5 th of 2021), NASCAR will formally present the sport’s newest Cup Series chariot. Originally called the Gen 7 car before adopting the moniker of the Next Gen car, the vehicle was initially planned to be part of the 2021 racing season but was pushed to 2022 due to the declaration of the COVID-19 pandemic in 2020 disrupting development as well as team finances to implement the Next Gen car. From the details already leaked about the Next Gen car, the 2022 Cup season is destined to deliver the biggest learning curve ever to drivers, team and fans. Ahead of the official unveiling of the car, indications of a new spec chassis, six-speed manual transmission, independent rear suspension as well as a larger diameter, single-lug wheels are radically going to reshape the operations of NASCAR Cup Series teams on and off the track. With anticipation building towards the planned on-track introduct

Morbid Motoring History: Transaxle of James Dean’s Porsche 550 Spyder Up For Auction

Photo Credit: Porsche AG untitled More than 65 years after James Dean’s fatal highway crash on U.S. Route 466, a verifiable piece has surfaced of the vehicle involved in the ill-fated Porsche 550 Spyder the 24-year-old actor drove in his last moments of life. Through an online auction being held on Bring A Trailer , buyers with a desire to obtain a rather ghoulish gearbox. The Porsche 550 Spyder was one of the first purpose-built race cars assembled to establish a name of what was once a small sports car located in Stuttgart, Germany. A derivative of Porsche’s 356 production car, the 550 Spyder’s compact, lightweight stature (the 550 was in reference to the vehicle’s weight in kilograms) combined with a mid-mounted 1,500 cc flat-four engine proved almost instantly superior in competition. Entering competition in 1953 by Porsche, the 550 Spyder cemented much of the early on-track success for the brand including a class victory at the 1953 24 Hours of Le Mans. A total of 90

A New Four-Runner: Helio Castroneves Wins Monumental 2021 Indy 500

Photo Credit: Joe Skibinski/IndyCar untitled As race day for the 105 th edition of the Indianapolis 500 at the iconic Indianapolis Motor Speedway approached, a number of favourites emerged through the practices and qualifying session. Six-time IndyCar champion Scott Dixon topped the lists of many analysts after he captured the race’s pole position . Dixon’s #9 Chip Ganassi Racing’s Dallara-Honda posting the fastest time in Friday’s Carb Day practice only solidified the logic of picking the New Zealander to win. Other names favoured for having the best chances to drink milk in Indianapolis Motor Speedway’s victory lane included Colton Herta, Rinus VeeKay, Alex Palou and Alexander Rossi. Besides Scott Dixon, it is surprising to conceive after the 2021 running of the 500-mile greatest spectacle in racing that another more veteran name wasn’t immediately entered into top contention prior to the green flag. Unlike the COVID-19 delayed 2020 event that ran on August 23 in 85