EXT. CAR DEALERSHIP - MORNING
There are some fun things you can do when you are part of a copywriter/art director team in an ad agency. One of them is making sure you test the products you advertise.
We were to create a campaign to introduce Chevy's completely redesigned line of cars, with new models like the Cruze, with lots of technical improvements. So my art directo and I decided to take one of these puppies for a testdrive.
We knew we didn't want to make a campaign about the technicalitiues, so we kept driving. We kept driving until the radio played some kind of epic song.
That was moment we realized nothing really mattered but that same moment. We wanted to create a campaign about how the car can help you get somewhere else mentally and emotionally.
The stories of this campaign highlighted revolutionary features in everyday situations, positioning them as familiar problem-solvers for our target drivers. Features like the impressive fuel efficiency of "42 Miles Per Gallon," became "Keep Driving Until You're Ready" and "Turn-By-Turn Navigation System" became an "Emergency Diaper Locator."