General Motors' Chevrolet uses this Super Bowl spot out of D'Arcy Masius Benton & Bowles in Bloomfield Hills, Mich., to promise "more new vans" in 1990 than any rival. If that's not the most inspiring promise, the "heartbeat of America" theme and industrious imagery combine to give the message more emotional heft than you might think.
Mini-vans would get an occasional Super Bowl spotlight in later years, via Honda in in 1995 ("Grow Up") and 1999 ("Family Negotiations"), and trucks got plenty -- see for example Honda in 2006 ("Mud Flap"), Toyota in 2006 ("Tide"), Toyota in 2007 ("See Saw" and "Ramp"), Toyota in 2009 ("Killer Heat"), Ram in 2013 ("Farmer"), and Honda in 2016 ("A New Truck to Love"), among others. But vans per se didn't make it back to the big-game ad roster.
The fourth-quarter play was one of three for G.M. in Super Bowl XXIV, where it also devoted two pricey slots to Pontiac ads by D'Arcy Masius Benton & Bowles.
Copyright 2015 General Motors LLC. Used with permission, GM Media Archive.
AGENCY: D'Arcy Masius Benton & Bowles
QUARTER AIRED: Q4