Chevy snapped up five costly Super Bowl spots in 2011, a big jump from just one the previous year, with its new ad agency Goodby Silverstein & Partners. Goodby had won the account without a review when then-global CMO Joel Ewanick moved it from Wieden & Kennery in May 2010.
In a sign of the times, "Status" used its slot to promote a very specific feature: the ability to check Facebook from your car.
Four of the Chevrolet ads in 2011’s game were for specific brands: "Status" and "Misunderstanding" for Chevy Cruze, "Discovery" for its new electric car brand Volt, and "Tommy" for its Silverado truck. "Al’s Chevy" was originally supposed to co-promote for the third "Transformers" movie using the Chevy Camaro, the alter-ego of shapeshifting robot Bumblebee, but "Miss Evelyn" ran for Camero instead.
A bevy of directors were on board: for "Status," Jonathan Dayton and Valerie Faris (the duo behind the indie feature film "Little Miss Sunshine"); for "Discovery," Filip Engstrom; for "Misunderstanding," Stacy Wall; for "Tommy," Josh Gordon and Will Speck.
Chevrolet trimmed its Super Bowl order the following year to a still-impressive three ads, including the memorable "2012." Ewanick left GM later that year snd Goodby's run as Chevy agency wrapped in spring 2013.
Production companies: Gorgeous, Anonymous Content. Direcotr of photography: Alwin Kuchler. Executive producers: Jeff Baron, Paul Rothwell. Producer: Rupert Smythe. Production designers: Greg Benge, Bill Coggon. Line producer: Jude Vermuellen.
Agency co-chairmen/creative directors: Jeff Goodby, Rich Silverstein. Executive creative directors: Rick Condos, Hunter Hindman. Copywriter: Alex Flint. Art director: Dino Spadavecchia. Producers: Susan Crimley, T.J. Kearney. Account director: John Weber. Account manager: Julie Evans.
Post production/VFX: A52. VFX supervisors: Patrick Murphy. Executive producer: Jennifer Sofio Hall. VFX producers: Megan Meloth, Daughn Good Ward. Telecine: Company 3. Colorist: Stefan Sonnenfeld. Sound design: HenryBoy. Sound designer: Bill Chesley. Final mix company: Margarita Mix. Hollywood producer: Veneta Butler. Sound mixer: Wouter Van Herwerden.
Editorial: Rock Paper Scissors. Editor: Kirk Baxter. Executive producer: Cassie Hulen. Producer: Cristina Matracia.
BRAND: Chevrolet
YEAR: 2011
AGENCY: Goodby, Silverstein & Partners
SUPERBOWL: XLV
QUARTER AIRED: Q4
