You’ll want to watch the first quarter of Sunday’s Super Bowl when Chevrolet debuts its 60-second commercial for their Silverado HD trucks.
Here’s the video in case you can’t wait for the game.
The spot continues the "hard-working" theme that past ads have featured only this one ends with a light-hearted twist. Titled "Romance," the video introduces us to a cowboy in the process of picking up a new Hereford bull described as "a very eligible bachelor." The handsome cowboy stops for a barbeque lunch before driving out to the ranch where he unloads the bull into a pen with four attractive young Hereford females. Music from the 1970s hit "You Sexy Thing" plays over the video of the moment the bull and heifers appear to have discovered love at first sight.
The ad represents a huge investment for Chevy and all Super Bowl advertisers. This year a 30-second spot sells for a cool $4 million, and average production costs are about $1 million. Is it worth it? Rob Siltanen, founder and chief creative officer of Siltanen & Partners, a Los Angeles-based advertising agency, makes the case that Super Bowl ads are a bargain.