• March 5, 2012

Chevrolet is using a TV show format to spark some life into the notoriously flat retail advertising world. The show features characters who work in a Chevy dealership, with the story told in a series of 30-second commercials.

The new local dealer advertising campaign, "Under the Blue Arch," started on March 1. It is directed by Randall Einhorn, whose credits include directing “The Office,” “Modern Family,” “Parks and Recreation,” “It’s Always Sunny in Philadelphia” and “Wilfred.”
The show is set in a new Chevy dealership. The “made for TV” dealership family will be featured in local dealership group advertising and portray the brand’s new look and feel.

“The automotive retail advertising landscape is very crowded, so you have to find a way to break through,” said Joel Ewanick, GM vice president and Global Chief Marketing Officer, in a release. “Humor is a great educator and this campaign is designed to grab people’s attention, tweak their funny bone and get them to consider Chevrolet.”