The “Love Again” Campaign for the Camaro Z28
This is a spec commercial campaign written, directed, produced & acted by Frederic Vial. In 2009, Chevrolet will launch, once again, the Camaro Z28. It will be the 5th generation, the 5th time a Z28 is released…again. As one of the truly classic and most influential muscle cars in American automotive history, the soon-to-be released Z28 is preceded by 4 generations.
The “Again” Campaign is offered as pre-launch to the release of 2009 Camaro Z28. The campaign is comprised of 5 commercials all ending in the word again. Young Again, Love Again, Again and Again, Freedom Again, and Back In The Saddle Again are the slated spots and in chronological order, respective to each generational Z28. Each spot surrounds a billboard of the new Camaro Z28 near a potato field in the Mid-West, the heartland of America. The first 4 commercials will reveal the first 4 generations of the Z28 since 1966 through the present. The 5th and final spot (Back Again) will reveal the new Camaro Z28.
The “Love Again” spot reveals a 1970 Camaro Z28, the 2nd generation Z28. Its intention is to demonstrate people’s personal relationships with their cars – their love, their commitment, their devotion, and, in this particular context, their loyalty to a brand — Chevrolet. “Love Again” is aimed at the mid-20s to mid-40s market, the Match.com/eHarmony users. In other words, “Love Again” is directed to consumers who are just old enough to have loved and lost and understood its meaning and consequences.
Traditionally, the muscle car has been marketed as a tough, durable, powerful, and even intimidating image directed predominantly at the male audience. The new Camaro Z28 has all of these attributes and more. It is an extremely sexy car, a quality that always has broad range appeal. Its spectacularly artistic lines will, no doubt, lure women. If there is a risk attached to the “Love Again” spot, it is its romantic qualities. However, this is a calculated risk and one that will pay dividends for Chevrolet. And although, women will identify with the spot’s romantic qualities, men will be tickled by its irony and humor. However, both sexes will identify with the car. And in a country where female independence and ambition is at all-time high, the new Camaro Z28 stands to be the first muscle car to truly have an impact with the female audience.
Ultimately, “Love Again” is designed for those who want to have their cake and eat it too!