Now that the Packers have claimed their title, the newspapers have been printed, and the celebration ends, the real Superbowl fun begins… re-watching the commercials!! Although I missed most of the game due to my work schedule, I was sure to check out perezhilton.com promptly for his picks of the best ads from Sunday’s game. One of his favorites which instantly caught my eye was the Glee Chevy commercial. Being the Gleek that I am, I watched that video multiple times, smiling, and eventually catching on to the words and singing along (just like I do in every Glee episode).
Here is the video so you can share my delight:
As much as I enjoyed this commercial, I made some notable marketing observations:
1) The heavily used affective component in this advertisement is almost ridiculous! The Glee crew sings and repeats over and over, “Drive your Chevrolet in the USA, America’s the greatest land of all”, which must be the most obvious promotion of national pride I have seen in a while. This commercial is also hilarious to Glee fans, as the short dialogue is closely related to plot of previous episodes. Laughter=memories.
2) This commercial reminds me of the “Got Milk?” ads that are commonly featured in magazines like the one below. These ads, as well as this Chevrolet ad, use celebrities to endorse their product, expanding to a different target segment. As Glee’s popularity is continuously growing, this was a smart move by Chevrolet to appeal to the thousands of fans that were only watching the Superbowl because the new episode of Glee that was premiering immediately after.
As Sarah Manifold (another COMM 296 student) recently said, “The Super Bowl is a prime time event for advertising”, and I think Chevy really captured the perfect timing to capitalize on Glee’s trendy and marketable nature.