Sam Raimi Just Directed This Mini Horror-Movie Trailer for Chevrolet

Run screaming for these safety features

When we heard that Sam Freakin' Raimi was directing a commercial for Chevrolet that spoofs horror movie tropes, our first thought was, "Hmm, wonder how he's gonna sneak Bruce Campbell into this." Sadly, Bruce won't be found here, but the ad, by Commonwealth/McCann, is pretty good anyway.

It highlights the safety of Chevy's 2016 Malibu and Cruze models, and likens driving to being in a creepy old house full of stuff trying to kill you. (As a Maryland resident, this literally hits me where I live.) The new safety features are symbolized by unseen voices alerting the ad's doomed heroine to the numerous dangers around her. 

It's an extremely clever conceit that doesn't wear out its welcome, and this clearly wasn't some empty celebrity "get" for McCann; they wanted to make the most of Mr. Raimi's talents, and they did. (If only they'd been at the helm for his Spiderman movies.)

"We approached the development of the Chevrolet trailer in the same way we would an actual movie—by thinking through the plot, characters and eventual outcome," Raimi said in a statement. "I've been in plenty of theaters where the audience is so concerned for the safety of the main characters that they call out warnings to save them. That's what this is based on." 

The spot will run in 2,300 theaters and 14,000 screens nationwide over the next six months.


Client: Chevrolet

Agency: Commonwealth/McCann

Creative Chairman: Linus Karlsson

Chief Creative Officer, North America: Gary Pascoe

Executive Creative Director, Copywriter: Duffy Patten

Executive Creative Director, Art Director: Bob Guisgand

Creative Director, Art Director: Tim Mattimore

Creative Director, Copywriter: John Fiebke

Executive Producer: Kelly Balagna

Account Director: Jacqueline Redmond

Account Supervisor: Molly Fox

Production Company: Pacific Rim Films

Director: Sam Raimi

Director of Photography: Daniel Mindel

Production Designer: Shane Valentino

Executive Producer: Annie Johnson

Line Producer: Julia Roberson

Executive Producer/ Arcade: Nicole Visram

Producer/ Arcade: Kirsten Thon-Webb

Editor/ Arcade: Bob Murawski

Asst Editor/ Arcade: Dean Miyahira

Composer: Christopher Young

Sound Designer: Jussi Tegelman

Audio Mixer: Marti D. Humphrey David Kiefaber is a frequent contributor to Adweek's creativity blog, AdFreak.