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 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.
Chevrolet is also the automotive exclusive advertiser for the NBCSports.com Game Day livestream coverage for desktop and tablet computers. Visitors to NBCSports.com, NFL.com YouTube 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 Convertible.
Short descriptions of the pregame integration and a selection of the new Chevrolet ads:
“Needing 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.
“Aliens”, scheduled to air as a 30-second spot during pregame programming, shows that the curiosity about the Volt and its electric powertrain extends to extraterrestrial beings from galaxies far, far away.
“Chevy 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.
“Sonic 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.
“OK Go Needing/Getting Teaser”, scheduled to air as a 30-second spot during postgame programming, showcases segments of the “Needing/Getting” music video.
“Joy”, 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. More information on Chevrolet models can be found at www.chevrolet.com