Ad of the Day: Chevrolet

Hi, night-swimming millennials. Chevrolet wants you to know the Sonic is the car for you. A new spot from the General Motors brand and director Jason Reitman features a gang of age-ambiguous young couples—are they teens? twentysomethings?—arriving in their ride at some middle-of-nowhere lake, where they strip to their skivvies and dash into the water. After a playful bout of splashing and holding hands, etc., they emerge, shivering, to discover that the driver has accidentally locked his keys in the car. Panic? Nope. Chevy's mobile app lets him use his smartphone as a backup remote, popping open the doors by tapping his touch screen. "From close call to best night ever," assures the voiceover. Crisis averted. It's an efficient and mostly credible piece of advertising from Goodby, Silverstein & Partners that extends the agency's slew of youth-oriented messaging over the past year or so for the new Sonic. The soundtrack, Iron & Wine's "Each Coming Night," maintains the campaign's effective use of music to set a Gen-Y-friendly tone. The story's resolution telegraphs that Chevy is tech savvy in service of real utility: A little carelessness in anticipation of a flirtatious and mildly rebellious moment is a pretty reasonable likelihood for the target demo, and Chevy is helping them get away with the misstep. That's a wink, at the same time, to the parents who are probably footing the bill for the car. They know their kids are going to get themselves in a little trouble. Hopefully, they can get themselves out, too. Chevy is playing guardian angel. That's assuming the driver doesn't leave his phone in the car, too. CREDITS Client: Chevrolet Agency: Goodby, Silverstein & Partners Co-chairman, Creative Director: Jeff Goodby Partner, Executive Creative Director: Jamie Barrett Associate Partner, Executive Creative Director: Hunter Hindman Associate Creative Director: Andrew Bancroft Copywriter: Trey Tyler Art Director: Susan Land Associate Partner, Director of Production: Cindy Fluitt Executive Producer: Hilary Coate Producer: Sara Krider Agency Music Supervisor: Todd Porter Account Directors: Melissa Nelson, Grace Kao Account Manager: Julie Evans Assistant Account Manager: Noah Polsky Production Company: Bob Industries Director: Jason Reitman Executive Producer: T.K. Knowles Head of Production: John O'Grady Director of Photography: Eric Steelberg Production Designer: Steve Sacklad Line Producer: Bart Lipton Editorial Company: Arcade Edit Editor: Kim Bica Producer: Deanne Mehling Producer: Ali Reed Assistant Editors: Nick Rondeau, Luke McIntosh Color: Airship Post Colorist: Shane Reed Producer: Lisa English Smoke Assistant: Rob Ufer Music: Iron & Wine, "Each Coming Night" Postproduction, VFX Company: Airship Post VFX Producer: Lisa English Lead Smoke Artist: Chris Homel Recording Studio: Lime Mixer: Rohan Young

Brand Marketing

Ad of the Day: Chevrolet

Sonic's remote unlock app indulges carefree youth in a new spot from Goodby and Jason Reitman

Gabriel Beltrone

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Gabriel Beltrone