Joel Ewanick, GM vice president and Global Chief Marketing Officer, hopes you will find Chevy’s new online content offering, “Under the Blue Arch,” funny, charming and interesting.
Of course, that is a lot to ask.
“We want America to get to know these characters and develop a relationship with them,” Ewanick told Detroit’s CBS affiliate.
Ewanick wants to alter your perception of Chevy dealers. He wants them to be more human, approachable and charming.
That’s why Goodby, Silverstein & Partners (WARNING: you will need to mute Goodby’s site, should you decide to click) teamed up with Randall Einhorn, director of “The Office,” “Modern Family,” “Parks and Rec” and “Wilfred” to produce a series of spots that borrows heavily from America’s most popular genres: the sitcom.
Ewanick says they are considering putting together full length online sitcoms, but that depends on the response.
“These are characters who are going to be in this series for the foreseeable future,” he said. “It’s not something that’s going to end.”
Whether that’s a promise or a threat, it’s difficult to tell.
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