Chevy Gives Dimension To 'Find New Roads'
Chevy had some interesting things to say, and great ways to say them. That’s why the brand emerged as one of the clearest winners in the two-week global advertising blitz during the Sochi Olympics on NBC.
For the first time, Chevy fans and watchers began to see what the brand really wanted to communicate through its “Find New Roads” tagline, a year-old new positioning that had been rather vaguely and ineffectually tapped until now.
Chevrolet’s body of work during Sochi highlighted a brand that is thinking in new ways about its customers, that is a truly global marque, that is pursuing all of its market segments vigorously, that is technologically aggressive, and that is bringing all of these attributes to the table at the same time Chevy is launching an unprecedented string of new products that can deliver on all of these explicit and implicit brand promises.
“The Olympics work was developed as a cohesive unit of communication to seed ‘Find New Roads’ and tell our story through our new vehicles,” Chevrolet CMO Tim Mahoney told me. “We’re really pleased with where we’re at, and the reactions to the work that has aired during the Olympics and the Super Bowl has been increasingly encouraging. We will keep pushing.”
Chevy’s high-relevance ads aligning itself with gay marriage, “The New Love” and “The New Us,” were only part of its message during Sochi — and, actually, the least important aspect of it from an immediate commercial perspective.
More significant in that way were several others among the fusillade of clever, nicely produced and well-integrated TV commercials that helped make the Sochi telecasts one long celebration of Chevy’s arrival as a truly fresh and relevant global brand with products to match:
- An ad that underscored the global nature of the Chevrolet brand, with drivers and passengers in a Chevy Cruze experiencing typical tugs-of-war over what music to play, in settings around the world.
- The brand’s best ad yet for the Chevy Cruze Diesel, which demonstrated why clean diesel is actually one of the “greenest” alternative fuels around.
- The first commercial highlighting the new 2015 Chevrolet Tahoe, which looms as an increasingly important vehicle for the brand in a large-SUV market that is experiencing a rebound.
Chevy’s “The New World” ad was anchored in the fact that nearly two-thirds of Chevy sales nowadays are outside the United States compared with only about one-third 10 years ago, and Cruze is the most global of Chevy’s vehicle lineup, available in local versions in 119 countries.
“The interesting thing that holds it all together is the human truth that, wherever you’re at, if you’re a passenger in the back seat, there’s always back-and-forth about who gets to decide what’s on the radio,” Mahoney said. The universal sentiment is summed up by the final line of the ad, “Proof that we’re not so different after all.”
The “Gas Station” spot for the Cruze Diesel borrows the instantly recognizable theme from Cheers to make the point that everybody who hangs out at a gas station doesn’t know the name of a guy who stops in there with his Cruze Diesel because, with a rating of 46 mpg on the highway, owners of that car don’t have to refuel very often. It’s “The New Efficient,” Chevy says as it ends the ad.
Chevy also began running what Mahoney likes to call a “smart-funny” ad for the all-new 2015 Chevrolet Tahoe, a cute spot in which a baby-sitter— after getting a ride home from the mom in the upgraded new SUV—jacks up her price for the evening. The ad helps reintroduce new versions of Chevy’s twin behemoths, Tahoe and Suburban, to take advantage of revived interest in a large-SUV segment that fell off sharply beginning several years ago when gas prices skyrocketed.
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