Volt here (for some reason I really dig these aliens). Sonic here. Kia Optima here. (FIVE HOURS of Adriana Lima.)
Everything we've got on Super Bowl ads here.
Mike Magrath, Features Editor, Inside Line
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legacygt says:
01:08 PM, 02/ 2/12
Chevy's having a hard time moving Volts and this is not going to help. They need to follow the Prius model. That car's marketing made buyers (rightly or wrongly) feel special (some would say smug) about their decision. This ad basically admits straight up that Volt buyers will need to regularly be justifying their purchase to themselves and others. The buyers Chevy should be chasing want to feel special for being efficient and saving the planet with the latest technology. They don't want to feel like Joe Sixpack in his bathrobe in the middle of the night trying to explain why he bought a Volt.
hybris says:
02:00 PM, 02/ 2/12
Mike I have to ask but why do some of your posts have a different layout then everyone elses?
Like today's post has the comment button on top and no title.
Just wondering.
mfennell says:
02:12 PM, 02/ 2/12
I disagree. Honestly, I don't recall Prius ads like you describe but, to be fair, I can't say I recall EVER seeing a Prius ad. :)
I think appealing to people about efficiency is the wrong approach for the Volt. Where a Prius is a fine example of dedicated towards efficiency, the Volt is a Real, Normal car, that happens to be completely silent and unnaturally smooth, the kind of stuff that Joe Sixpack thinks makes an awesome car. I mean, what's awesome about BMW inline six's? - smooooooooth.
It also makes no sense to try to explain the EV/gas engine thing IMHO when they don't even know why they might like an EV in the first place. GM needs to convince people that it's worth paying extra for its intrinsic qualities (silence, smoothness, responsiveness) not that it gets you prime parking at your sierra club meeting.
Seriously, every "normal" (e.g. not a weird car person like me) person I put in the thing is totally taken by the silence and smoothness of the thing.
mfennell says:
02:14 PM, 02/ 2/12
ugh. Grammar Police on the way after that last sentence.
louiswei says:
03:25 PM, 02/ 2/12
http://www.youtube.com/watch?v=Tq4nrmnqY9o
http://www.youtube.com/watch?v=_BwZ6hd7Y6o
Happy and not weird, I guess that's what legacygt was trying to say.
legacygt says:
06:08 PM, 02/ 2/12
Thanks for sharing those louiswei. Those Prius ads capture exactly the idea I was trying to capture above. I know these Prius ads and the Volts ads are both fantasies so don't jump on me for being too literal, but the value of advertising lies in how it makes people feel. You can feel like one of the happy people in the Prius ads doing fun stuff and making the flowers bloom. Or you can feel like the sleepy eyed couple in their bathrobes.