Chevrolet’s Super Bowl ad on Friday featured a new Silverado in a post-apocalyptic world while Barry Manilow's “Looks Like We Made It” plays on the background. The ad used plenty of computer-generated imagery and commotion to make the Silverado appear to have come out of the rubble with no damage except for a thin coating of dust.
The driver, together with his dog, then goes up to a small group of fellow survivors who are also Chevrolet pickup drivers. Someone asks where Dave is.
A survivor quickly responds that Dave drove a Ford, which is “not the longest-lasting, most dependable truck on the road.” To put itself in the clear, the legal department placed a small text at the bottom of the screen, which says: “Dependability based on longevity: 1981-July 2011 full-size pickup registrations.”
However, the sales figures for 2011 clearly put the Ford F-Series with 584,197 units ahead of the Silverado with 415,130 units.
"The ad, called “2012”, shows the Silverado navigating the devastation and destruction predicted to occur this year by the Mayan calendar. A group of friends, who are Silverado owners, makes its way to the designated meeting spot but notice one of their buddies is missing. The missing friend, unfortunately, drives another manufacturer’s truck and doesn’t appear to have made it to the meeting point." said the press release.