DETROIT—Minutes before the kickoff of Super Bowl XLIX on NBC, Chevrolet shocked 100 million viewers into thinking that their TVs had failed—only to command their attention seconds later to the Chevrolet Colorado, the 2015 Motor Trend Truck of the Year.
The spot, “Blackout,” appeared to be a live game feed that transitioned to static and ultimately to a blank screen. Viewers were quickly relieved to find the “disruption” was intentional. Chevrolet then explained that having 4G LTE Wi-Fi in a Colorado, at a time like this, could allow uninterrupted live streaming of the game. The spot closed with AC/DC’s iconic “Back in Black,” the anthem for the Colorado since launch.
The Colorado bookends the game with new advertising in the pre- and postgame—all to amplify Colorado’s unanimous win of Motor Trend’s Truck of the Year award, and its groundbreaking 4G technology. The Super Bowl Most Valuable Player will receive an all-new 2015 Chevrolet Colorado after the game.
“When you have a groundbreaking product like the Chevy Colorado, you must deliver groundbreaking advertising like we are today,” said Paul Edwards, Chevrolet US marketing vice president.
The additional spots running pre- and postgame are “Focus Group-Rugged,” “Focus Group-Sexier,” “Focus Group-Pets” and “Theme Song.”
Founded in 1911 in Detroit, Chevrolet is now one of the world’s largest car brands, doing business in more than 140 countries and selling more than 4.8 million cars and trucks a year. Chevrolet provides customers with fuel-efficient vehicles that feature engaging performance, design that makes the heart beat, passive & active safety features and easy-to-use technology, all at a value.
More information on Chevrolet models can be found at www.chevrolet.com.
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