Chevy’s Super Bowl Commercial Picked a Fight GM Can’t Win
by John Coyle
Everyone has seen the Chevy Super Bowl spot where a group of Silverado drivers meet up amid some awesome post-apocalyptic rubble. The punchline is that "Dave" is absent, because "Dave didn’t drive the longest-lasting, most dependable truck on the road… Dave drove a Ford." Of course, there were some good responses on the Forum. These are just a few of them:
"I thought it was a stupid commercial, and Ford was even MORE stupid for acknowledging it. GM is getting a ton of free publicity just from Ford arguing a stupid point."
"I liked the commercial. But it is funny that the only things left after the apocalypse were two bankrupt companies and maybe cockroaches."
"If Chevy trucks are all that’s around, it truly might as well be the end of the world."
The Blue Oval didn’t do itself any favors when it petitioned to have NBC pull the ad””nobody likes a whiner””but the big loser here is General Motors. First, the stats cited in the fine print say far more Fords than Chevys with north of 250K on the clock are still running. There’s also the fact that the opening sequence was ripped from the headlines (the video is posted at the bottom of the page), but the truck was actually a Ford.
Of course, there are plenty of other reasons to call BS on this spot””like, you know, that whole bailout thing. But there’s also the fact that there are no girls in the commercial. So you’ve got four dudes, a dog, and the end of the world. No way that could get weird. Nope.
Plus with the absent Dave, GM has set up itself up a hilarious retaliatory spot from Ford, where Dave made it to somewhere considerably more comfortable””someplace where he’s also outnumbered by total babes. And the man who’ll be heading up any response? That’s Marketing VP Jim Farley, the guy who famously said "F–k GM. I’m going to beat Chevrolet on the head with bat, and I’m going to enjoy it." This isn’t the guy I’d want gunning for me.
So what do you think? Are we going to see a response from Ford? Head over to the Forum and sound off!