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Ad Review: Chevrolet’s ‘your drive, your way’ formula to drive in customers

26-July-2010
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Ad Review: Chevrolet’s ‘your drive, your way’ formula to drive in customers

The latest Chevrolet Beat TVC is as direct as it can get. The message of ‘Test it, like you own it’ comes across in a clear and concise way in the 30-second ad film.

Client: General Motors
Brand: Chevrolet
Agency: Wieden+Kennedy
Medium: Television

The Brief:

The brief to the agency was to reach out to customers with the proposition of test driving Beat and experiencing the difference themselves. V Sunil, Executive Creative Director, Wieden+Kennedy, said, “The requirement was to focus on the test drive offered by Chevrolet and how it is different from others in terms of better customer experience, test time, etc.”

The Execution:

The new Chevrolet Beat TVC has a very crisp message for its viewers and potential customers. The ad film has been directed by David Ward and produced by Phoenix Films.

Final Product:

The Chevrolet Beat TVC shows a man getting into the driver’s seat. As he begins to drive away, he comments: “You can buy tomatoes in 10 minutes.” Continuing his monologue, the man says, “You can buy a car in 10 minutes.” He then adds, “But cars aren’t tomatoes!” He then goes on to explain that most people today buy their cars as if they are buying vegetables. As he brakes the car smoothly when two girls suddenly step in front of it, the voiceover states: “With Chevrolet Beat, we encourage you to test it like you own it and see how different it feels.” The TVC ends with the guy asking the audience not to trust his words and experience the drive for themselves with the punch line: ‘Test it, like you own it’, along with the helpline number.

Xpert Comments:

Commenting on the new Beat TVC, Satbir Singh, Chief Creative officer, Euro RSCG, said, “Chevy Beat has touched upon a sensitive area. Buyers of most cars usually have to give up the test drive by the time they press the clutch to shift into third gear. ‘Test it, like you own it’ ensures the car buyer some more time. But how much more is the question. On a lighter note, get ready to see some seriously dented Beats in the showroom!”

Our Take:

The ad has a no-nonsense creative with the message coming out clear. The creative is neat and in every sense looks clear cut, without much emphasis on off-the-track humour or any element that doesn’t relate to the car itself. ‘Test it, like you own it’ leaves no room for any doubt and invites potential customers to come and experience driving the car.

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