Chevrolet is hoping some Disney magic will propel its new electric vehicles into the mainstream.
In January, the General Motors brand teased that it was teaming with Disney to reveal its new Chevrolet Bolt electric utility vehicle, the first Chevy to offer hands-free driver assistance system “Super Cruise,” and the 2022 redesigned Bolt EV as part of the automaker’s ambitious electric vehicle push. Now, the automaker is revealing the first content from the partnership—and there’s plenty of familiar Disney touches.
A 90-second spot called “Magic is Electric” promotes the two vehicles ahead of their availability this summer. Set against Bob Marley’s “Sun is Shining,” we see families driving in white and red Bolt EUVs. For part of the way one of the cars drives itself towards Walt Disney World, reopened in July after shutting down due to the pandemic. On their way, they encounter both classic and newer characters from Disney World attractions that highlight the size, technology and performance of the new vehicle. Tinker Bell helps illuminate the streetlights as the car passes with its signature lighting, one family picks up ghost hitchhikers from the Haunted Mansion ride seen in the car’s HD rear camera mirror, one car whizzes alongside a Star Wars X-wing Fighter on Super Cruise and Dumbo can be seen flying above one of the car’s sunroof, a new feature in a Chevy Bolt EV.
The voiceover states: “When you can’t wait for the journey to begin, when your imagination runs wild, when we share in an adventure, when we dream together, magic happens…Magic is electric.”