Chevy VOLT
"gasoholism"
"gasoholism"
Here is a peek at 2 print components and 1 radio spot of an IMC for the electric VOLT. The concept is a tongue-in-cheek look into the lives of people struggling to fight their addictions to gasoline. More to come.
REBECCA: Hi.My name is Rebecca. And I’m a gasoholic.
CROWD: Hi,Rebecca.
REBECCA: Mymother is the child of a gasoholic father, so I guess gasoholism runs in myfamily. I was about 14 years old, and hanging out with my older sister, thefirst time she asked me to buy the gas. She always hung out with the older kidswith cars, and gas just came with the territory. The many years of abusinggasoline began to take a toll on me and my wallet. But I couldn’t stop.I needed it. The car needed it. (REBECCA’S VOICE UNDER AS ANNCR SPEAKS)
ANNCR: All across America, there are millions like Rebecca, suffering toovercome their fight with gasoholism.
REBECCA: BeforeI knew it, I was all grown up, and blowing my paychecks on gas. Spending thekids’ Christmas present money. On gasoline. I was completely dependent. Iwanted another chance. And a chance at a life without gas for my kids.
ANNCR: Itdoesn’t have to be this way. Chevy introduces the cure to gasoholism. The new2011 VOLT. It’s electric. It plugsinto the wall, and uses about $1.50 a day’s worth of electricity to chargefully. A gas fix can cost twenty times as much. So drive one today. On the roadto recovery.
