Dan’s post today on Jeff Goodby’s PR efforts on behalf of Chevy led me to look a little closer at the work his agency is producing for the car company.
Pretty pictures and Hal Riney-like voice over make for good commericals. But what about this promise to care for the environment? Isn’t that off brand? Of course it is, but Goodby has set out to reinvent this iconic American brand at a time when it desperately needs reinventing. Therefore, going off brand is not an error, but a calculated move in a new direction. Even so, I want to know more about The Volt–what it can do, what it costs, how it looks–than I do about brand platitudes and “planting forests the size of Yellowstone.”