Welcome to our feature presentation: my new blog series all about television commercials.
In recently digitizing some old VHS tapes, I found myself more drawn to the breaks between the content I was actually saving (sporting events, TV movies). As archaically dated as some now seem, the advertisements made much more of an impression on me than the main programs.
Evoking high school sociology and college marketing class projects, I fondly began analyzing 25+ year old commercials, uncovering consumer behavior strategies to see how automobiles, insurance, fast food, cleaning materials, breakfast cereals and beyond were sold in decades past.
Some are timeless, others are random, but all have Commercial Interest!
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For the first episode, let’s test drive a classic Chevrolet campaign.
The twangy, soaring riffs and gruff, blue collar vocals of "Like a Rock" by Bob Seger and the Silver Bullet Band frame the mood and instantly establish the Americana. Multiple generations from various geographic regions across the good ol’ U S of A could relate and warmly recall this tune.
The 1986 hit song was the longtime theme for Chevy truck commercials, making its debut in 1991. The everyman Rock ‘n Roll anthem was the soundtrack to dozens, if not hundreds, of ads from the Michigan manufacturer all the way until 2004.
This specific 1991 spot touts their S10 Blazer’s durability and dependability for all hardworking Americans.
Likely hoping to expand market share in the wake of foreign models making in-roads on roads stateside, this Chevy campaign not only reinforced its position as the quintessential hometown auto dealer, but also reached out to a new demographic.
Chevrolet’s angle here was target women and highlight that trucks were not just reserved for the working man hauling freight. The Blazer and its safety features were accessible to female drivers, especially those with families. The precious cargo most noticeable here are kids.
The first few scenes we see are a woman getting in her vehicle and a toddler hugging a presumed family member to emphasize the objective immediately. The subject of women and children are revisited throughout; we never actually see a male driver behind the wheel.
One single word, “Security”, is spoken within the opening 14 seconds of the 30-second ad.
This approach, letting the visual message breathe before even introducing the product and its best assets, subconsciously ties Chevy to a nurturing – yet rugged – image.
The second half of the commercial hears a male narrator describing why the truck’s standard traits make it reliably safe in any driving condition. His tone is authoritative and firm but also trusting, just like the brand itself.
No impressive numbers or list of awards*, just one lone and plain claim of being “America’s favorite four-wheel drive”.
Meanwhile we continue to see numerous different colored Blazers traverse suburban, rural and industrial streets in rain, snow and sun.
Job well done, Chevy: I fully believe the 1991 S10 Blazer is safe for families in any weather.
Overall, this ad features a simple, but effective flow that tells one uniform story through many characters without blatantly overstating or overselling the obvious in narration. Mix in some emotional impact and it truly shines. I’ve never owned a Chevrolet, but they did a great job building a loyal and almost neighborly brand here.
* = As a modern comparison, I just saw 2018 Dodge Ram and Ford F-150 commercials which spent half of their runtimes tossing out figures about payload weight and engine size. I zoned out in a hurry as I’m not part of the very niche audience in mind when compared to Chevy’s entry-level narrative.
Next time on Commercial Interest, let’s see if four out of five dentists really agree with an early 90’s toothbrush ad.
In recently digitizing some old VHS tapes, I found myself more drawn to the breaks between the content I was actually saving (sporting events, TV movies). As archaically dated as some now seem, the advertisements made much more of an impression on me than the main programs.
Evoking high school sociology and college marketing class projects, I fondly began analyzing 25+ year old commercials, uncovering consumer behavior strategies to see how automobiles, insurance, fast food, cleaning materials, breakfast cereals and beyond were sold in decades past.
Some are timeless, others are random, but all have Commercial Interest!
###
For the first episode, let’s test drive a classic Chevrolet campaign.
The twangy, soaring riffs and gruff, blue collar vocals of "Like a Rock" by Bob Seger and the Silver Bullet Band frame the mood and instantly establish the Americana. Multiple generations from various geographic regions across the good ol’ U S of A could relate and warmly recall this tune.
The 1986 hit song was the longtime theme for Chevy truck commercials, making its debut in 1991. The everyman Rock ‘n Roll anthem was the soundtrack to dozens, if not hundreds, of ads from the Michigan manufacturer all the way until 2004.
This specific 1991 spot touts their S10 Blazer’s durability and dependability for all hardworking Americans.
Likely hoping to expand market share in the wake of foreign models making in-roads on roads stateside, this Chevy campaign not only reinforced its position as the quintessential hometown auto dealer, but also reached out to a new demographic.
Chevrolet’s angle here was target women and highlight that trucks were not just reserved for the working man hauling freight. The Blazer and its safety features were accessible to female drivers, especially those with families. The precious cargo most noticeable here are kids.
The first few scenes we see are a woman getting in her vehicle and a toddler hugging a presumed family member to emphasize the objective immediately. The subject of women and children are revisited throughout; we never actually see a male driver behind the wheel.
One single word, “Security”, is spoken within the opening 14 seconds of the 30-second ad.
This approach, letting the visual message breathe before even introducing the product and its best assets, subconsciously ties Chevy to a nurturing – yet rugged – image.
The second half of the commercial hears a male narrator describing why the truck’s standard traits make it reliably safe in any driving condition. His tone is authoritative and firm but also trusting, just like the brand itself.
No impressive numbers or list of awards*, just one lone and plain claim of being “America’s favorite four-wheel drive”.
Meanwhile we continue to see numerous different colored Blazers traverse suburban, rural and industrial streets in rain, snow and sun.
Job well done, Chevy: I fully believe the 1991 S10 Blazer is safe for families in any weather.
Overall, this ad features a simple, but effective flow that tells one uniform story through many characters without blatantly overstating or overselling the obvious in narration. Mix in some emotional impact and it truly shines. I’ve never owned a Chevrolet, but they did a great job building a loyal and almost neighborly brand here.
* = As a modern comparison, I just saw 2018 Dodge Ram and Ford F-150 commercials which spent half of their runtimes tossing out figures about payload weight and engine size. I zoned out in a hurry as I’m not part of the very niche audience in mind when compared to Chevy’s entry-level narrative.
Next time on Commercial Interest, let’s see if four out of five dentists really agree with an early 90’s toothbrush ad.
