- The 2012 Chevrolet Silverado – and a box of Twinkies – survive the apocalypse in a 2012 Super Bowl ad, as General Motors takes direct aim at Ford trucks.
- As several Chevy trucks emerge from the debris, one man asks “Where’s Dave?” “Dave drove a Ford,” he’s told.
- The ad crams in lots of surrealistic touches, including a dog, the Mayan calendar’s doomsday prediction for 2012, and the Barry Manilow song “Looks Like We Made It,” which has been described as a “triumphant ode to romantic failure.”
DETROIT — The 2012 Chevrolet Silverado – and a box of Twinkies – survive the apocalypse in a 2012 Super Bowl ad, as General Motors takes direct aim at Ford trucks.
As several Chevy trucks emerge from the debris, one man asks, “Where’s Dave?”
“Dave drove a Ford,” he’s told.
The men then share Twinkies, which also have survived the holocaust, in what apparently is a dubious cross-marketing effort. Twinkies maker Hostess sought bankruptcy protection in January; GM went through federally led bankruptcy protection in 2009.
The ad crams in lots of surrealistic touches, including a dog, the Mayan calendar’s doomsday prediction for 2012, and the Barry Manilow song “Looks Like We Made It,” which has been described by the New York Times as a “triumphant ode to romantic failure.”
The Silverado “shows off how reliable it really is,” said General Motors in a statement Friday about the Super Bowl ad, which closes with a Biblical rain of frogs on the truck.
The 60-second commercial will air during the first quarter of Sunday’s game.
It is yet another example of one automaker taking a pot-shot at another during the Super Bowl advertising extravaganza. The 2012 Cadillac ATS ad for the Super Bowl targets the BMW 3 Series, while one Hyundai advertisement takes on Porsche.
The Silverado commercial is also another instance of an automotive Super Bowl advertiser relying on dogs to move the metal. The 2012 Suzuki Kizashi ad features a team of Siberian huskies, while the 2012 Volkswagen Beetle ad features an overweight dog who longs to be slim and chase the car.
Lest the Silverado ad frighten children and the superstitious, Mesoamerican scholars insist that the Maya never regarded calendar year changes as apocalyptic. The doomsday peddlers say that a great astronomical event will occur on December 21, 2012, as the sun will line up with the center of the galaxy.
“Here is where astronomers fall off their chairs laughing,” wrote Bob Berman, the author of The Sun’s Heartbeat in the 2012 version of The Old Farmer’s Almanac. “The sun’s path against the background of zodiacal stars is precisely the same every year, and the sun never lines up with the center of the galaxy. Even if it did, so what?”
Inside Line says: All that this ad is missing are cockroaches, which apparently, like the Silverado, are able to survive a nuclear holocaust.
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