A: We've got two spots, two sixties. We're
still a few weeks away. But I feel really good where we're at in
terms of the work. We've got a plan going into it. But we also
could dial certain things up and certain things down. ... The
beauty of it all is Super Bowl is on Feb. 2 -- and just five days
later is the Winter Olympics. You'll definitely see new work during
the Olympics. It is in the style of what you're seeing now with
Silverado and Malibu. It's an important buy for us. It kind of
represents the one-year anniversary of the decision to go with
"Find New Roads." That was locked down last year at the management
conference. It was shortly after at the Grammys that some of the
first work appeared.
Q: Commonwealth is your main agency but
Leo Burnett has Silverado. What agencies are
creating your Super Bowl spots?
A: Leo Burnett could be one. We work with,
basically, Leo Burnett and Commonwealth. Could come from either
shop. We're happy with the work that we're getting from both of
Q: What GM brands will you advertise during
NBC's coverage of the Sochi Winter Olympics?
A: It will be predominantly Chevrolet, but
Cadillac will have a presence. You'll see work that will continue
to strengthen and evolve the "Find New Roads" campaign. It's a
pretty broad buy. You'll see a lot of work right from the
beginning. ... "Find New Roads" fits very well with the Olympic
spirit. The sense of hope. The hope that I can win. The optimism
that I can win a medal. We've tapped into that.
Q: Commonwealth created the "Find New Roads"
theme before you joined Chevrolet. A lot of CMOs like to start with
a blank marketing page. Keep it? Or dump it?
A: I can tell you I'm completely on board with
it. You get somebody that comes in new, they want to put their
fingerprint all over it, right? I'm quite happy to leave that in
place. The last thing we need is another new tagline, another new
position. ... I think it's more than a tagline. It's a philosophy
of how we bring vehicles to market. It taps into the sense of
always pushing and finding ingenious ways. I think it can work at a
super-high emotional level like the Olympics. It can also work
right down in the trenches: "If you're looking at that car, you
really ought to look at us and find a new road."