The ad created for the Volt, a 30 seconds spot, tries to reach the soft spots Americans are known to have: the love for their country and their need to feel different. Since the details of the Volt are pretty much known (we are talking about it for over a year now), all Goodby, Silverstein and Partners, the agency which created the ad had to do was touch those non-Volt related soft spots.
Did they manage to? Well, that's not for us to say. We found the ad to be above-average enjoyable. Would we buy the car after seeing this? Think of it this way: Volt is trying to distance itself from its first and biggest rival, the Nissan Leaf, not by pointing to the better price or higher mileage, but by pointing to its origins.
The made-in-America idiom is at the center of the current marketing campaign. Tim Allen, the narrator of the clips, does his thing very professionally, so the ads manages to achieve what it was meant to achieve.
We'll probably see more of these clips with the Volt in them as the launch date of the model draws closer. By the time the Volt reaches all the cities in the US however, we'll have a pretty good idea of what it is and it is not capable of doing from the customers in the test markets.
Google News