The Big Idea

The campaign for the 2014 Chevrolet Corvette Stingray is going to be a set of magazine and website advertisements that go along with a 30 second commercial. The idea is to get the consumer to actively be searching for the Stingray with their “Stingray Vision”.

The commercial will have a young adult male reading a comic book and at the end he sees an in-house promotion for “Novelty Stingray Vision Glasses”.

He orders them and when he receives the package goes driving and he starts to see the Corvette Stingrays here and there. Then he just stares with lust. In the print ads there will be the same glasses on attractive faces (a man and a woman) with the reflection of the Stingray on the glasses. The man is going to be looking at the coup, while the woman will be looking at the convertible and has a matching shade of lipstick to go with the paint of the car and her hair will be blowing back.

Essentially the ads will make men want to be inside her (The Stingray) and women wanting to be with the men in The Stingray. The copy or tagline will be “Use Your Stingray Vision” and the details of the vehicle will basically be a caption describing the features of The Stingray. Information like a MSRP from $51,000, KBB.com Consumer Rating 9.3 out of 10, Maximum Horse Power of 460 with the V8 engine, Test Track 0-60 Miles Per Hour in 3.8 seconds, and an EPA Est. 29 MPG on the highway. (http://www.chevrolet.com/corvette-stingray.html ) The creative spin on a classic concept is exactly what the 2014 Corvette Stingray is about. Taking the classic stingray design from the original 63’-67’ Corvette Sting Ray and building on the knowledge and experience of the Corvettes to ultimately come out with something unlike we have seen before.