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. Omnicom Group's Goodby had won the account without a review when then-global CMO Joel Ewanick moved it from Wieden & Kennery in May 2010.
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.
Director: Stacy Wall. Production company: Imperial Woodpecker. Director of photography: Alwin Kuchler. Executive producer: Doug Halbert. Line producer: Jeff McDougal. Production designer: Dave Doernberg. Stylist: Lee Ann Jarvis.
Agency co-chairman: Jeff Goodby. Executive creative director: Rick Condos. Executive creative director: Hunter Hindman. Art director: John Whitmore. Copywriter: David Roth. Director of broadcast production: Cindy Fluitt. Executive producer: Hilary Coate. Broadcast producer: Jon Drawbaugh. Assistant broadcast producer: Ryan Wilson.
VFX: A52. Lead Flame artist: Andy McKenna. Editorial: Rock Paper Scissors. Editor: Carlos Arias. Assistant editor: Jeff Sharpe. Producer: Angela Dorian. Executive producer: Carol Lynn Weaver.
AGENCY: Goodby, Silverstein & Partners
QUARTER AIRED: Q1