This Super Bowl caliber ad for the new line of Chevrolet cars aired last weekend during the Grammys instead. The commercial is kind of like a bunch of little commercials in one, each model of car gets its own scene with its own soundtrack, and we switch between them with a smart-phone-style swipe of the screen Let’s break it down shall we?
The commercial opens with a family getting back to nature in their new Volt, Chevrolet’s gas/electric hybrid. This portion of the commercial is all about technology and going green, so having some kind of robot dog run around in a natural setting drives the point home I guess. Seemingly letting us know that this type of robo-pet technology is right around the corner…or something. This segment is gentle, much like the Volt’s impact on the environment, so the equally gentle acoustic number “Heavenly Day” by Patty Griffin. Fun fact: While looking this song up I found a live performance video in which Griffin admits she wrote “Heavenly Day” for her dog, so it all ties together pretty nicely.
Song: Cha Cha Cha (Go Remix) – GO (Music from the Motion Picture)
Artist: Jimmy Luxury
Next up we’re taken to the quite colorful world of the Chevy Spark. A small, fun car shown off by a bunch of brightly clothed women going shopping in their matching cars. The music here is an interesting mix of swing and hip-hop, referred to appropriately as swing-hop. Jimmy Luxury & the Tommy Rome Orchestra creates an interesting mash up of style by mixing rapping with record scratches and big band instrumentation. It’s a definite shift in style from the opening folk track.
Suddenly we’re shoved into the Chevy Sonic scene featuring a Sonic with a racing stripe doing skateboard tricks. It features the high-energy hip-hop of Theophilus London’s “All Around The World” and Theophilus himself behind the wheel making the car do crazy things. It also features probably my favorite warning in, “Sonic is not a skateboard. Do not attempt.” What? You mean I can’t grind my car on rails and drive it on a half-pipe? I think you just lost yourself a sale, Sonic.
Song: Fly Me to the Moon (In Other Words) – Sinatra: Best of the Best
Artist: Frank Sinatra
Finger swipe and we’re in the throwback world of the Chevy Impala. A man in a tux grabs his paper from a paper boy on a bike and takes his Impala out on the town in his perfect, albeit a little grey and washed out, neighborhood. All to the swingin’ sound of Frank Sinatra’s “Fly Me To The Moon.” I guess Chevy isn’t messing with a classic.
Wam bam! Lastly, we’re transported into an action movie chase between the new Chevy Stingray and a jet. Driven by what looks suspiciously like a young Tom Cruise, the Stingray fishtails around corners and avoids close calls. The music here sounds like a movie soundtrack, but I wasn’t able to track down the actual score. If anyone has any info for me, please let me know.
Pause and we’re back in the Volt meadow from the beginning. The commercial comes full circle before voice-over John Cusack asks, “Why just go from A to B when imagination can take you everywhere?” It’s a lot to pack in to 90 seconds, but it comes off pretty cool. It seems like this could have aired during the Super Bowl and gotten a lot more buzz, but the Grammys are good too.
Check it out below.