Commonwealth's New Campaign for Corvette Reads Drivers' Minds, Literally

Commonwealth and B-Reel Play With Neurodata That Gets into Drivers' Heads

Published On
Oct 24, 2013

Editor's Pick

Here's something we haven't seen in automotive advertising before: brainwaves. To launch the new 2014 Corvette Stingray, Commonwealth has launched "World's First Reverse Test Drive," a campaign that gets into drivers' heads, literally, to illustrate what it's like to drive the newly engineered vehicle.

The agency recruited test drivers from a range of backgrounds (entrepreneur/restaurateur Phillip Cooley, Fitfluential CEO Kelly Olexa, Gran Turismo producer Kazunori Yamauchi, lifestyle blogger Terry McFly and Coolhunting.com co-founder Phillip Cooley) to take a spin on the Stingray on a closed track. Throughout, the drivers didn't test the Stingray; the Stingray tested them. It monitored the drivers' biostatistics as they zoomed around the course, recording brain waves and biometrics info and how they converged with the car's telematics data.

The point of the experiment was to show how driving the Stingray has a "transformative" effect on those behind the wheel.The Stingray "is a completely reengineered vehicle and brings a whole new driving experience," explained Global Deputy Chief Creative Officer Andreas Dahlqvist. "An experience is very personal and intangible -- how do you show what that looks like? Some of it is physical and some of it is cerebral. We captured both."

Accompanying the film is the "Precision Challenge," an online game that tests viewers' spatical recognition, recall and reaction times.The agency worked with production company B-Reel and biometric and brain wave experts to build the setup that tracked the drivers' data. B-Reel is no stranger to neuro-reading experiments and previously worked on a campaign for furniture maker Varier that translated kids' brain activity into textile patterns.

The sophisticated digital challenges, however, proved no match for the more run-of-the-mill production snafus. "In the midst of all this high-tech stuff, we found ourselves having to do something as basic as shaving the chests of a couple of our drivers to attach the monitoring devices," said Mr. Dahlqvist.

Credits

Date
Oct 24, 2013
Brand:
Corvette
Client:
Corvette
Agency:
Commonwealth
Chief Creative Officer:
Linus Karlsson
Global Deputy Chief Creative Officer:
Matt Canzano
Global Deputy Chief Creative Officer:
Andreas Dahlqvist
Chief Production Officer:
Brian DiLorenzo
Copywriter:
Ryan McCarthy
Copywriter:
Jordan Miller
Art Director:
Brian Mekjian
Art Director:
Jason Pierce
Director, Content:
Jeff Beverly
Director, Technology:
James Vreeland
Executive Broadcast Producer:
Agnieszka Palarz
Senior Producer:
Matt Flaker
Senior Producer:
Noah Schusterbauer
Senior Producer:
Adam Davis
Senior Producer:
Kristen Regnarus
Associate Interactive Producer:
Ryan Wallace
Associate Interactive Producer:
Gillian Ennis
Business Affairs Manager:
Stacy Swann
Global Strategy Director:
Conner Huber
Strategist:
Kelsey Ellefson
Product Insights Specialist:
Ryan Botkin
Production Company:
B-Reel
Co-Founder/Executive Producer:
Pelle Nilsson
Managing Director/Executive Producer:
Susan Rued Anderson
Head of Production:
James Okumura
Managing Director/Executive Producer:
Eva Mautino
Creative Director/Creative Tech:
Ryan Jacobs
Art Director:
Dave Felton
Producer:
David Wolfson
Production Supervisor:
Lisa Judice
Editorial/Post:
STS-Griot
Editor:
Dave Crosslin
Editor:
Zach Dufresene
Producer:
Joan Porter
Color:
Brent Edwards
Post Producer:
Filmworkers
Color:
Mike Mazur
Music:
Massive
Director:
Jon + Torey

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