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Chevy Selects A Winner For Its Super Bowl Ad

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On: Thu, Jan 26, 2012 at 10:24AM | By: Chris Weiss


Chevy Selects A Winner For Its Super Bowl Ad

If you happened to watch the NFC championship game between the Giants and 49ers on Sunday, you may have noticed that it watched a little like the Super Bowl. And we're not just talking all-out on-the-field action ending in a game-winning field goal in overtime, but also the new, elaborate commercials that had the feel of Super Bowl ads. One of those ads - "Chevy Happy Grad" - is the winner of GM's Super Bowl ad contest.

The commercial was submitted by Zach Borst, a 26-year-old aspiring filmmaker from Long Island. It took home the top spot in the Route 66 contest.

The commercial depicts a young guy on graduation day who comes outside to see his graduation present. He totally misses the mini-fridge with a bow on it that his father is standing next to, believing that the neighbor's bright-yellow Chevy Camaro Convertible is his gift.

As many past presidents demonstrate, the popular choice isn't always the right one. I didn't review all of the Route 66 ads, but there had to be something more memorable than this one. While 'Happy Grad' is a humorous spot anchored by some funny, overexaggerated acting, it just doesn't feel like it'll be one of the Super Bowl's best.

The ad doesn't have the endearing little kid like last year's VW "The Force" spot. It doesn't have a cute, intuitive animal like Bridgestone's "Carma" ad. And it doesn't have the attention-holding drama of Chrysler's "Imported From Detroit." What it does have is something that's remarkably uncute, undramatic and all too real for many: an entitled teen/twenty something acting obnoxious. Funny, but unless this year's ads are particularly weak, I think this will be lost in the pack. In fact, I think last year's Chevy ad, which itself was overshadowed, was better than this one.

General Motors Global Chief Marketing Officer Joel Ewanick said of the winner: "When I saw Zach’s spot, I had to laugh, because the situation is something many families can related to – expectation and reality. ‘Happy Grad’ clearly shows the passion that Chevrolet elicits."

I'm not sure why Chevy debuted the ad during the NFC championship game rather than the Super Bowl, but Chevy expects 110 million people to view the spot on the February 5 Giants-Patriots match.

You can watch other entrants and decide if 'Happy Grad' is a deserving winner. The 60-second spot follows.




Comments

reply

Stephy21 | 11:13AM (Thu, Jan 26, 2012)

This ad is hilarious i am glad they picked this one, they made a great choice.


reply

Sami18 | 11:14AM (Thu, Jan 26, 2012)

Great video! Cant wait to see on TV.



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