Chevy Features Mo’ne Davis

This summer, the world became fascinated by a 13-year-old girl from Philadelphia. She came into the Little League World Series with a will power and force never seen before, and became the first girl to pitch a no-hitter in the LLWC. Additionally, she was throwing pitches that reached up to 70 miles and hour, a speed that most grown men struggle to reach.

This season, Chevrolet features Mo’ne in a commercial, read as an open letter from Mo’ne herself, reminding us that anything is possible. At a time like this, a commercial couldn’t be more appropriate. For the first time in 29 years, the Kansas City Royals have reached the post-season, and are now on the cusp of their first World Series Pennant (hopefully, Go Royals!).

The ad also hits the tough, yet prominent, subject of feminine rights and equality, Mo’ne reminds us that “throwing like a girl” is something to be proud of.

Chevrolet has become one of those brands where you do not really have to advertise for product anymore, you just have to sell a feeling. Other ad campaigns such as, “Cars for the richest men on earth” have continued to be a success for the company. However, this ad campaign does not once feature a vehicle, or any sign of Chevrolet at all. Not even product placement.

The end of the advertisement states, “Chevrolet celebrates Mo’ne Davis and those who remind us that anything is possible”, hinting at the Royals and possibly any other thing that the consumer is experiencing in the moment.

So, what do you think? Does Chevrolet need to make advertisements surrounding their vehicles, or do emotional stories that hit home create a more prominent brand awareness?

McCarthy, M. (2014, October 22). Spike Lee Captures the Passion and Personality of Mo’ne Davis in This Stirring World Series Ad. Retrieved October 23, 2014, from http://www.adweek.com/news/television/world-series-game-one-ads-feature-mone-davis-mariano-rivera-george-brett-160914

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5 thoughts on “Chevy Features Mo’ne Davis

  1. I think any company can highlight their product through a commercial, but how many times have we seen that? We’re most likely used to that by now and can easily dismiss commercials like that. I absolutely believe its worth it to incorporate these emotional stories. Audiences can connect to these stories, and therefore are more likely to remember it.

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  2. I think it is definitely worth it to incorporate emotional stories into commercials now-a-days. Commercials that simply glorify their products tend to not grab the attention as intensely as those where people can attach personal connections and experiences with their products or to a story. I love this commercial but as I talked to Tim about it I can’t seem to get past the fact that it highlights sexism. If I were to eliminate that factor I would think it was a good commercial, but I do think that these types of ads need to somehow incorporate their product in with the story so the product does not get left behind the emotional story.

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  3. I like this commercial a lot because the way it tackles gender stereotypes. Mo’ne Davis made national headlines for her performance in the LLWC partially because of the way she played, but mostly because she was a girl and baseball is not viewed as a sport for girls. This commercial serves to show that just because she is a girl, she is no less capable than any boy when it comes to the way she plays. Gender equality is a huge topic these days and this commercial shows that Chevy is in support of that fight. Even though it may not have anything to do with their product, it is likely to make them more popular amongst those who support gender equality.

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  4. I think that Chevy’s decision to use an emotional ad is a good choice. In terms of brand recognition I think that emotional ads, when done effectively, are a lot more productive than ads that are based on the product. Unless, of course, the product is revolutionary or groundbreaking. When buying a truck, I think that most buyers will research all of their options and chose the best fit for them based on a number of factors. I think that the main point of an ad should be to create brand recognition so that the customer will take that brand’s products into consideration when making a decision on what product to buy.

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  5. This is a great idea. Emotional advertisements are far more effective and memorable than basic car commercials. Consumers will associate Mo’ne Davis and her wonderful story with Chevy now. This is a positive for Chevy and could increase sales.

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