SonicMadness: Not a Skateboard Ad Garners Attention…

I am notorious for having sports on as a background task as I work. Today, while watching March Madness hoops, I caught a glimpse of a Chevy Sonic ad where the car was doing skateboarder tricks.

Say what??

I dropped everything and searched YouTube to find it so I could hear and see the complete commercial.  My sense is that I may have missed something because my television was on mute.

Sure enough, it is an awesome commercial.

So here’s what you need to know, care of Creativity Online:

Chevy’s new “Find New Roads” tagline continues in this fun, energetic spot from agency Commonwealth. Trinidadian-born, Brooklyn rapper Theophilus London runs out of milk and gets in his not-a-skateboard Chevy Sonic to get to the grocery store, in style. John Cusack provides the voiceover at the end.

The full credits appear below.  Looks like this may have been some of the last bits of collaborative work done by the Commonwealth agency (a combination of McCann Worldgroup, an Interpublic Group company, and Goodby, Silverstein & Partners, an Omnicom Group company).

Hang on… he was making a milk run, right?

I’m feeling a bit of “wink wink, nudge nudge… say no more, say no more…” going on here.

>> For those who don’t know, Jeff Goodby wrote the line “Got Milk?”. <<

With the announcement coming earlier this month that McCann is taking over sole responsibility for Commonwealth, one could surmise that they had the stronger hand in the creative.  But Goodby definitely put its stamp on it.  Nicely done!

It must have been fun storyboarding this shoot.

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