Save The Earth, Buy A Chevy

Dan’s post today on Jeff Goodby’s PR efforts on behalf of Chevy led me to look a little closer at the work his agency is producing for the car company.

Pretty pictures and Hal Riney-like voice over make for good commericals. But what about this promise to care for the environment? Isn’t that off brand? Of course it is, but Goodby has set out to reinvent this iconic American brand at a time when it desperately needs reinventing. Therefore, going off brand is not an error, but a calculated move in a new direction. Even so, I want to know more about The Volt–what it can do, what it costs, how it looks–than I do about brand platitudes and “planting forests the size of Yellowstone.”



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.