Chevy plots offbeat sitcom-style spots: Think The Office' set in a dealership

摘要

DETROIT - General Motors is planning a national advertising campaign that transforms the fictional staff of a Chevrolet dealership into an ensemble cast of characters patterned after TV sitcoms such as "The Office" and "Parks and Recreation." Chevrolet intends to run several commercials that will develop the characters over time: an old-hand salesman, a hard-to-please owner, a newbie sales guy who tries too hard to impress. Chevy marketing chief Chris Perry says the use of the offbeat sitcom genre is a "breakthrough idea" meant to recast the image of Chevy dealerships as fun, disarming places where people wouldn't mind hanging out.