Here's something fun (yet still work-related) for a Friday. Chevy has a new YouTube video that I think you should see. It's an ad for the new Chevy Sonic, which is apparently a pretty "extreme" vehicle. The video is dreamy and airy, and completely void of voiceover, pricing details, lease information, miles per gallon, or any of the other car commercial stereotypes. It's just a car... free-falling out of the sky.

The Skydiving Chevy Sonic

Before I get into discussing the ad, and why I think it's fantastic, you need to take a look at it:

[Official video removed from YouTube - sorry] 

I love this ad, and it's the perfect illustration of what online video lets you get away with that television commercials never could.

It's long. Easily ten times longer than most TV ads at over 3 minutes.

It's abstract. This video is about as close to the "art" line as advertising can get. I've already sent it to dozens of friends, and not one of them received it because I thought they were in the market for a Chevy Sonic. Instead, they received it because I thought they'd enjoy it... be entertained by it.

It's unconventional. None of the standard car commercial fare. Even when car ads get outside the box, they usually go straight for humor. This is almost... inspiring in some way. It's beautiful and mesmerizing and strange.

It teases an end that doesn't come. Like The Sopranos finale or the briefcase in Pulp Fiction, this video spends several minutes teasing the audience, preparing them for something that never comes: the landing. Or... crash landing, as I'm guessing it ended up being. And we, the audience, don't get it. Some might be annoyed by that, but I think, at the very least, it's a pretty ingenious way to grab the viewer.

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Maybe they had a parachute on it, and it wasn't harmed at all. Or maybe it smashed into the desert and scattered into a million pieces. We may never know. But you and I just sat and watched a car falling in slow motion for three minutes, and many of us are likely to talk about it. Which is the whole point of this thing called video marketing, isn't it?

Kudos to Chevy for getting expressive and moody, and way outside convention. Here's hoping we see more of this kind of thing from them in the future.

  • Brian Reynolds


  • Cindy Hirschler

    It's gotta be Rob Dyrdek, they're using his giant skateboard!

  • Christi Kinnard

    Does anyone know who the driver is in the car for the bungee part? It soooooo looks like Rob Dyrdek!!!

  • BigWill Warman

    It's called 'Viral Marketing', and more companies are turning to it as innovative, inexpensive ways to market thier brands. So if you see it and share it with your friends it's now able to reach more of a market than who might catch it on television, ergo more people are apt to purchase it. I think it's an awesome idea and I look forward to seeing where the "viral marketing' age takes advertisement.

  • Caiti Morris

    But this isn't really a commercial. They filmed this to use for a different commercial and just posted this on YouTube for fun. If people want to know about the Sonic they can research it. Or ask me. I have one and it was the best decision I could've made! Awesome car! Inexpensive, great gas mileage!

  • Robert Hilliker


  • David Cameron

    Cool, & jus look at all those fertal farm fields too ;-).

  • Video Leads Online

    It got us to watch it... check.
    It may make us want to share it... check

    But is that "the whole point of this thing called video marketing"?

    I don't think so. From the dealer's perspective, they want to sell cars. So if the above items lead to car sales, then that is an important part of Video Marketing. Unless you are ONLY talking about the "Branding" portion of video marketing... then I'd say the top 2 items mentioned here are it for Video Marketing.

    • Jeremy Scott

      You're right, of course. I meant to say social video marketing, and just got going too quickly. I think video marketing in general has a much wider set of goals than just that. But with social video campaigns, I do think the goal is for viewers to watch, share, and discuss.