General Motors Goes On Volt Offensive

Advertising Age, Thursday, January 26, 2012 9:38 AM
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It's about damn time. Chevrolet is finally firing back at the pinheads who think the Chevy Volt is a Martian plot to take over the Church of Elvis (you may insert your own pet conspiracy theory here.) We've heard rumors for months about a new Volt campaign featuring real people from Hamtramck, Mich., where the car is assembled. Well, here it is.

The 30-second spot actually puts the production line on the streets and byways of the town, so one sees the assembly line for the car seeming to run along the town's actual streets, as if the assembly process was integrated with the town, which in a way it is. The spot will debut on the Fox News network and eventually land in other network programming, said Chevy spokesman Rob Peterson. It was created by Chevrolet's current agency, Goodby Silverstein & Partners in San Francisco, although the creative account is in review. The ad features a voice-over by actor/comedian Tim Allen.

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