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