Now, we get that General Motors didn’t want to repeat past Volt-commercial mistakes. No one wants to see dogs licking feet or dumb (and weirdly horny) aliens again. Nor would it be smart to slam all-electric vehicles, since it now sells the Spark EV and has just revealed its 200-mile Bolt concept. So, what does that leave?
How about a mostly computer-generated spot that relies on cliché images and an upbeat synthetic soundtrack to communicate that the Volt is now as boring as other four-door appliances? An intro, featuring a lightly-bearded gentleman peering at his tablet through designer glasses launches us into the action as the Volt makes its way across a city bridge, then a curvaceous country road.
Chevrolet doesn’t include voiceover to inform you that the new Volt has a 50-mile battery-only range. There’s no mention of its gas mileage once its electric charge is depleted – items that just might be of importance to hybrid buyers. The ad also makes no attempt at establishing an emotional connection, either through drama or comedy.
There are, however, lots of fast cuts of the new, normalized interior, including a two-second detail shot featuring the windshield wiper switch.
We imagine that this is only the first in a series of spots that will tell the Volt story and motivate potential buyers to run down to their local dealer, hopefully the next spots will be more interesting and informative.
