Chevy Is Also Rising

Chevy is sponsoring Rising: Rebuilding Ground Zero, a new commercial-free show on Discovery and the Science Channel that examines the rebuilding efforts underway in lower Manhattan today.

I love the commercial-free sponsorship approach to this highly emotional content. What I do not like is clicking over to the Discovery website and getting blasted by Chevy’s pre-roll advertising at full volume. Why protect the audience from commercial intrusions in one instance, but not the other?

Also, pre-roll ads must have an opt out button. When there’s no out, commercials are forced on members of the audience, and that’s no way to make friends, much less do business.



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.