Will new ads deliver home run for the Volt?

reporters-blog-roll-brookeHave you seen the new Chevy Volt commercials?

The ads were first aired during the World Series, and include four, 30-second TV spots narrated by comedian Tim Allen.

The ad campaign’s slogan is ā€œChevy Runs Deep,ā€ and all of the ads — some of which focus on more than the Volt — emphasize Chevy’s experience and its history as a brand name deeply rooted in American culture.

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Founded in 1911, Chevrolet plays up its status as a long-term American icon while also showing it is pointed toward the future with the release of the plug-in Volt.

For example, in one of the ads, Allen says Chevrolet is ā€œbringing more technology to more people than ever in our history,ā€ and is ā€œinventing new ways to get around our planet, while preserving it at the same time.ā€

In an interview with the New York Times’ Stuart Elliott, Joel Ewanick, the vice president for U.S. marketing at GM, says that, ā€œThe intent of the campaign is to ā€˜rekindle a passion, a love affair, Americans have had for generations’ with the brand.ā€

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I stumbled upon the Volt commercial the other night while studying, and I realized that it is the first ad I have seen which demonstrates someone actually plugging in their vehicle to an electrical outlet.

GM is finally starting to ramp up its advertising for the Volt and for plug-ins. But will these ads help familiarize the American public with EVs?

Sales of plug-ins like the Volt will ultimately reveal the effectiveness of Chevy’s campaign to promote a new form of auto as well as its attempt to re-brand itself and its image.

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