Ok Go is a very… unique band. They pride themselves on making interesting and creative music videos, and today’s ad is no different.
For last year’s Super Bowl, Ok Go teamed up with Chevy to make a music video where the band would use a car (a Chevy Sonic) to help them play the music. They set up over 1,000 instruments over a two-mile stretch of desert outside of Los Angeles, California. The vehicle was outfitted with retractable pneumatic arms that the band members could control to play the various instruments. This music video took 4 months of preparation and 4 days of shooting to accomplish. There are no stand ins and there are no professional drivers – the band members wanted to do everything themselves.
The result was one of the coolest music videos I have ever seen, and a pretty cool ad for the Chevy Sonic. TV commercials for the music video were truncated, and didn’t really show the car playing the instruments. But it definitely drove a lot of traffic to Chevrolet’s website, as well as the website for the band.
What a cool way to market your car. By calling the Sonic the “newest member of Ok Go,” they gave it character and made it seem like it was the perfect car for fun-loving, unique people. Furthermore, the music video shows off the capabilities of the car as well. The entire time I didn’t realize I was watching an advertisement for the car, because, let’s face it, that is exactly what this is. But they disguised it as a music video, so I actually wanted to pay attention. In this age of DVR and Hulu and obnoxious commercials, it is imperative that your commercial stands out amongst all the noise. One brilliant way to do that is to make your ad more of an event that people would want to watch. That way, they will actually take the time out of their day to see what it is you are trying to sell.
What did you think of today’s ad? Did it make you want to buy a Chevy Sonic? Sound off in the comments below!