Problems identification:
Audience created their own Chevy Tahoe commercials on YouTube to dig at the original Chevy Tahoe commercial. This shows two things. One is that people can respond to the advertising message with new media technology interactively. That is, young audience changed the scripts to present how they think about this huge American car. The other thing is how Chevy Tahoe will do to react to this negative effect.
Problem solving (some points about how a Creative Director can convince his CEO about Chevy Tahoe):
After lots of DIY commercials about Chevy Tahoe were created on YouTube, Chevy Tahoe should be very careful to avoid saying the same thing with similar execution to sell this “big” car. So, let’s change a different way to tell the story.
The new pitch is “big = the total amount of small slices of life.” In this new commercial, the big car has become “small” in the visual execution to present that people driving Chevy Tahoe have the power of control. In this way, the Chevy Tahoe can get a more humble image.
Besides that, the background music includes the sound of a music box and a symphony which is different from the previous one using rock-and-roll music. Certainly, rock-and-roll music
shows the brand power of this huge car. However, the new commercial needs other music, such as a soft symphony and the melody from a music box, to transfer a new pitch to the audience. That is to say, with emotional appeals in the commercial, the small slices of life also describe that the Chevy Tahoe can take people to where they want to go, but with a different approach from the last one. So, using “small” pieces of life to talk about a “big” car can give Chevy Tahoe a more modest status to maintain their market level.
Audience created their own Chevy Tahoe commercials on YouTube to dig at the original Chevy Tahoe commercial. This shows two things. One is that people can respond to the advertising message with new media technology interactively. That is, young audience changed the scripts to present how they think about this huge American car. The other thing is how Chevy Tahoe will do to react to this negative effect.
Problem solving (some points about how a Creative Director can convince his CEO about Chevy Tahoe):
After lots of DIY commercials about Chevy Tahoe were created on YouTube, Chevy Tahoe should be very careful to avoid saying the same thing with similar execution to sell this “big” car. So, let’s change a different way to tell the story.
The new pitch is “big = the total amount of small slices of life.” In this new commercial, the big car has become “small” in the visual execution to present that people driving Chevy Tahoe have the power of control. In this way, the Chevy Tahoe can get a more humble image.
Besides that, the background music includes the sound of a music box and a symphony which is different from the previous one using rock-and-roll music. Certainly, rock-and-roll music
shows the brand power of this huge car. However, the new commercial needs other music, such as a soft symphony and the melody from a music box, to transfer a new pitch to the audience. That is to say, with emotional appeals in the commercial, the small slices of life also describe that the Chevy Tahoe can take people to where they want to go, but with a different approach from the last one. So, using “small” pieces of life to talk about a “big” car can give Chevy Tahoe a more modest status to maintain their market level.
Storyboard: Big=the Total Amount of Small Slices of Life
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