• Wednesday, December 08th, 2010
Chris Evan of Chevrolet Europe took some time out last Friday to answer your questions on its brief for Barcelona 2011.
Q: What is the target audience for the ad?
A: People who are new to Chevy and/or those keen to be green but worry about reliability.
Q: What tone are you after for the ad?
A: We like energetic, uplifting films. We like things to have an edge that will cut through. Remember it’s easier to tone down a creative idea than to make it edgier!
Q: What year of the Chevy Volt is the commercial being made for, 2011 or 2012?
A: The film doesn’t need to be specific to the ’11 or ’12 Volt – we want to tell the story about this fantastic product and how people can use it.
Q: Where can I find more info on the car?
A: There is a ton of information on the Volt on the web. http://Chevrolet.com/ is probably the best place to start as they have launched the car.
Q: The grand prize is different from last time, can you explain more?
A: We are working with a charity called SOS Children’s Villages. To celebrate our centenary we wanted to give something back to the community, so we are giving them 100 cars over the year.
We would like to commission the winner of the competition to make a film about the SOS charity and the work that they do. We are working on the brief with SOS Children’s Villages and we will work together with the winner to develop and execute the film.
The value of the commission will be $10,000 to cover all costs.
Q: What are you going to do with the videos?
A: We will use them in our digital marketing activity. Exactly what we do will depend on what we get and how good it is.
Q: Are you after an American feel?
A: Yes and no. We want to come across as a modern connected American brand. A relaxed feel and an American landscape and sense of space would be good. An overt reference to stars and stripes or 50′s Americana… or similar crude symbolism will not be good.
Final Q: Tell us more about the Volt
A: Its unique. The technology is ground breaking and the first to market. We have a car that is always driven by the electric motor, but has a petrol generator to back it up. It gives all the flexibility of a regular car, but is super efficient and most people, most of the time, need never use the petrol generator.
Plus this is a high quality, everyday use car. It has a state of the art sound system, really nice, well appointed interior – leather seats etc. The whole dashboard gives a completely different feel to any car that I have sat in!
Download the Chevrolet brief here:
For more information on visit Chevrolet Europe
