See the Spot: Bumblebee Returns to Chevy Advertising in Transformers Push
"Bumblebee, is that you?"
That's the question from an awe-struck young boy in a new TV commercial by Commonwealth, Detroit, touting the Chevrolet Camaro's cross-promotion with director Michael Bay's new "Transformers: Age of Extinction."
The yellow and black-striped Camaro that converts into Bumblebee will once again have a co-starring role in the latest Transformer film, which hits theaters nationwide June 27.
Tim Mahoney, CMO of Global Chevrolet, credits the Camaro's "hero" role in the three previous flicks in 2007, 2009 and 2011 with propelling Camaro to sales leadership in the sports-car category over the rival Ford Mustang.
"These movies have helped us get our vehicles in front of a younger audience around the word," said Mr. Mahoney in a statement.
The new 30-second spot "Whisper" breaking today plays up the connection kids have with the popular franchise. We see Bumblebee swooping around, wreaking havoc. The camera pulls back, revealing it's actually a little boy watching a Transformers movie on his front lawn.
Suddenly, a familiar-looking yellow Camaro with black rally stripes pulls into the driveway. The little boy looks it over in awe before whispering to the front of the car: "Bumblebee, is that you?"
The Camaro won't be the only Chevy nameplate in the fourth Transformers movie. The new Corvette Stingray will play a character called Crosshairs. The new Chevy Trax, hitting U.S. showrooms next year after first launching in China, will also be seen in the movie.
"Whisper" will run on shows such as ESPN's Sunday Night Baseball and "America's Got Talent." Versions of the spot will also run in overseas in markets such as Russia, the Middle East, Korea and Indonesia.