The spot above is from a Chevy campaign. It's designed to be a take-off of the once-popular show, "The Office." It's a well produced, well acted, well directed bit of video.
But it sucks as a television commercial for a car company.
Why do ad-people do this crap? And by "this crap" I mean this kind of oblique creative that has nothing to do with the product or the customer virtues...but instead, placates a Director's "vision"???
Catch a clue - American car companies have been RUN OVER by the Japanese, the Germans, the Koreans...and now FIAT, (Fix It Again Tony) is trying to come back to the U.S. car market.
And why are these OTHER nations' car companies so successful? Because our car companies SUCK. So much so that the fat cat 1%'ers had to show up in Washington D.C. a couple years ago and ask for a loan. From you & me.
And them furriners make better cars, too.
Instead, we get high-concept barf like this - making dealers look ridiculous, not talking about the product and comparing themselves to a show that casts a cynical pal across the typical workplace.
We're not teaching (I mean ad schools, mentors, etcs) the Craft any more. Instead, I get the impression that the next crop of Ad People are simply frustrated Lucas's who realize they'll never make Star Wars. Instead, commercials will do.
Ok, Chevy. Gimme $15K and I'll make you a kick ass commercial.
You're not listening.
And that's why I drive Mazdas, Porsches and Hondas.