Fast mover Joel Ewanick hijacks other Super Bowl car ads for Chevrolet

There’s no stopping General Motors global CMO Joel Ewanick; irked by the big ‘consideration’ scores earned by Chrysler’s 200 (Eminem) and VW’s Passat (little Darth Vader) during the Super Bowl he apparently instructed his agencies to buy loads of online links to these popular ads for his own Chevrolet offerings.

The end result, according to USA Today, was 55m views from people who don’t seem to have liked the Goodby Silverstein Chevrolet ads that much in the first place.

And, crucially, a big hike in the consideration scores (as in would you consider buying one of these next time you change car) for Chevrolet.

Guerilla marketing or what?

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.