Chevy follows Super Bowl with terrific spot
"We saw this as an opportunity to cap off an unprecedented day for Chevrolet," said Joel Ewanick, global chief marketing officer of General Motors. "The ads shown during the Super Bowl highlighted key Chevrolet products in a traditional way, but the 'Glee' tie-in is a new realm for integration with a hot show on the big day," he said.
"That strategic collaboration threaded Chevrolet's presence in the Super Bowl with its ongoing 'Glee' sponsorship resulting in one of the most unique integrated marketing initiatives of its kind, marrying their brand messaging with one of our hottest programs on the most-watched day of the year," Ewanick said.
The Chevrolet spot aired during the special "Glee" episode with silver Chevys on a white background in a scene reminiscent of a 1930s Hollywood musical. In conjunction with "Glee" creator/executive producer Ryan Murphy and the "Glee" production team, the ad was created by Chevrolet's agency of record, Goodby, Silverstein & Partners. Chevrolet's media agency partner, Starcom, negotiated the "Glee" partnership in addition to handling media planning and buying.