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Posts Tagged ‘Melinda Nugent’

Commonwealth Drives Out New Chevy Campaign During Grammys

John Cusack wants to know: “Why just go from A to B when imagination can take you everywhere?” It’s a valid question, especially coming from the guy who played Lloyd Dobler. Would  the boombox move from Say Anything exist with conventional thinking?

The tagline is the adspeak centerpiece of Commonwealth’s new Chevrolet campaign titled “Find New Roads.” The 90-second spot premiered last night alongside irresponsible tweets about Katy Perry‘s cleavage and Justin Timberlake‘s bad haircut. Chevy’s ad acts as a trailer for what’s to come, showing off the Volt, Spark, Sonic, Impala, and Stingray. There’s also a robotic pet dog and a doe interacting, which may be awkward symbolism for combining technology and nature, but we can just pretend that part doesn’t exist. The response thus far has been positive, and the ad already racked up a six-figure view count on Youtube.

It makes sense for Commonwealth to jump outside the box. The agency, which unites folks from Goodby and McCann, was born thanks to unconventional thinking from ex-GM CMO Joel Ewanick, who didn’t want to waste money on Super Bowl ad space. One could easily see “Find New Roads” debuting during last week’s game, but it didn’t have to compete with farmers and sloppy kissing noises. GM fired Ewanick last summer, but his auto agency and some of his ideas are still in play, apparently.

I guess he didn’t try the boombox move with GM’s senior leadership. Credits after the jump.

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RP&, Acura Get Weird with the Holidays

It might be odd to see venerable luxury car company Acura advertising savings these holiday season. But, agency RP& is doing that, in a strange and actually pretty funny fashion.

Seven holiday spots from RP& for Acura are being used this holiday season, all directed by Chelsea Pictures’ Rick LeMoine. As the ads state, Christmas gifts can lean toward overindulgence and overspending, or lead to simplicity. If you’re like me, the perfect gift can mean heading to the suburbs to find the last remaining copy of Mark Twain‘s autobiography because the entire city sold out weeks ago (oops). Or, if you’re just in the market for a simple luxury car (ha), you can by an Acura during the “Season of Reason.”

So next time you scoff at your friend for “reasonably” buying an Acura this holiday, remember, people won’t carpool with you because you “reasonably” bought a Toyota hybrid last holiday season.

Another spot and credits after the jump.

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