Chevrolet + Super Bowl XLVI

With Special Guest Star Rainn Wilson

Chevrolet + Super Bowl XLVI

We’ve all seen the spots during the game. But when the client wants likes BEFORE they air, how do you drive folks to watch them over and over?

Seemed like a laugh was in order.

We enlisted comedian Rainn Wilson from The Office to act as our online pre-release commercial host, compelling viewers to click “anywhere on my body” to watch the spots a week leading up to the game.

Click Anywhere On Rainn

From OLA across the internet and pre-roll placements on Hulu, NBC & NFL to Chevy’s YouTube brand channel they came. And in the end, people watched (and liked) the Rainn teasers a bit more than commercials.

Rainn Commentaries On The Spots

We also enlisted Rainn to give his own unscripted commentaries on the Chevy Super Bowl spots. In the end the agency felt a little uncomfortable about making fun of their own commercials and they were largely suppressed. A case of traditional vs. digital one can suppose…