Events & Promos | Chevrolet Philippines

Dream Sequence Caps Unique Marketing Partnership of Chevrolet, “Glee” and FOX

DETROIT - Chevrolet wrapped up a big day Sunday with a dreamy advertising tie-in during a special post-Super Bowl episode of “Glee,” the FOX hit musical comedy.

The Camaro convertible, Cruze, and Volt were featured in a dream sequence commercial in which the “Glee” cast sings “See the U.S.A. in your Chevrolet,” bringing to life for a new generation the classic jingle popularized by Dinah Shore in the 1950s.

“We saw this as an opportunity to cap off an unprecedented day for Chevrolet,” said Joel Ewanick, global chief marketing officer of General Motors. “The ads shown during the Super Bowl highlighted key Chevrolet products in a traditional way, but the ‘Glee’ tie-in is a new realm for integration with a hot show on the big day.”

“Conversations with Starcom began upon the announcement that ‘Glee’ would have a post-Super Bowl episode, and from that point, the focus was on elevating Chevrolet and ‘Glee’s’ long-standing partnership to a new level,” said Jean Rossi, President, FOX One and executive vice president, sales, FOX.

“That strategic collaboration threaded Chevrolet’s presence in the Super Bowl with its ongoing ‘Glee’ sponsorship resulting in one of the most unique integrated marketing initiatives of its kind, marrying their brand messaging with one of our hottest programs on the most-watched day of the year.”

The two-minute Chevrolet spot aired during the special “Glee” episode with silver Chevys on a white background in a scene reminiscent of a 1930s Hollywood musical. The cast sings and dances around the Chevys while performers dangle from the ceiling by white sheets.

In conjunction with “Glee” creator/executive producer Ryan Murphy and the “Glee” production team, the ad was created by Chevrolet’s agency of record, Goodby, Silverstein & Partners. Chevrolet’s media agency partner, Starcom, negotiated the “Glee” partnership in addition to handling media planning and buying.