Chevrolet to Debut Five Ads on Super Bowl Sunday
Sonic and band OK Go team up for first-of-its-kind music
DETROIT - Chevrolet is going big on Super Bowl Sunday with
five new ads, including a first-of-its-kind music video with
the new Sonic subcompact and the band OK Go.
"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
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
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.
Chevrolet is also the automotive exclusive advertiser for the
Day livestream coverage for desktop and tablet
computers. Visitors to NBCSports.com, NFL.comYouTube and
Hulu may see one of
several videos featuring "The Office" star Rainn Wilson
encouraging them to watch Chevrolet's Super Bowl ads.
Chevrolet is also the exclusive automotive partner for the
Facebook Super Bowl program and is partnering with Twitter
and the NFL on Twitter's 'Road to the #SuperBowl' and
NFL Huddle site.
Chevrolet is again the sponsor of the Super Bowl MVP trophy
and will present the winner with a 2012 Chevrolet Corvette
Short descriptions of the pregame integration and a selection
of the new Chevrolet ads:
Getting" is a preview of a first-of-its-kind music
video from the band OK Go that will air during the pregame
program. The band members are shown driving the new
Sonic on a musical racecourse to produce the sounds that make
up their new song. The music video will debut simultaneously
on NBC and MTV.com.
scheduled to air as a 30-second spot during pregame
programming, shows that the curiosity about the Volt and its
powertrain extends to extraterrestrial beings from
galaxies far, far away.
Happy Grad", scheduled to air as a 60-second spot during
the first quarter of the game, is the Route 66
contest-winning ad that captures the dramatic reaction a
recent graduate feels when he believes he has been given the
best gift ever, a Chevrolet Camaro.
Anthem", scheduled to air as a 60-second spot during the
second quarter of the game, chronicles the car engaging in a
series of jaw-dropping stunts including a sky dive, bungee
jump and skateboard-style kick flip, as well as footage of
the Sonic making its first music video with OK Go.
Needing/Getting Teaser", scheduled to air as a 30-second
spot during postgame programming, showcases segments of the
"Needing/Getting" music video.
scheduled to air as a 30-second spot during postgame
programming, demonstrates the thrilling Sonic grille ride
from the perspective of some unexpected and very animated
arthropods, brought to life by the voice of Tony
Award-nominee and four-time Emmy Award winner, Hank Azaria.
Founded in 1911 in Detroit, Chevrolet is now one of the
world's largest car brands, doing business in more than
140 countries and selling more than 4 million cars and trucks
a year. Chevrolet provides customers with fuel-efficient
vehicles that feature spirited performance, expressive design
and high quality.www.chevrolet.com