Chevrolet provides a trip through memory lane and a peek into the future with this television commercial, including a preview of Chevy’s electric Volt car to be released in 2010.
The spot is a collection of period pieces as we see the evolution of a gas station over the years, finally reaching a point in the future where such a fill-up station might not be needed. The commercial first aired during the Olympics, using a concept car. The spot has since been updated with a production version of the Volt.
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Credits
The journey through time concept was developed at Campbell-Ewald, Warren, Michigan, by creative directors Michael Stelmaszek and Robin Todd, creative director/copywriter Duffy Patten, copywriter/art director Bob Guisgand, and agency producer Joe Knisely.
Filming was shot by director/director of photography Eric Saarinen via TWC, (Thomas Winter Cooke), Santa Monica, with managing director Mark Thomas, executive producer Steve Ross, producer Craig Repass, and production supervisor Geoff Clough.
Editor was Igor Kovalik at BEAST, Los Angeles, with executive producer Valerie Petrusson, producer Ashley Hydrick, assistant editor Amanda Elliott.
Colorist was Mike Pethel at Company 3, Santa Monica.
Visual effects were developed at Ntropic, San Francisco by creative directors Nathan Robinson, Andrew Sinagra, executive prdoucer Dana Townsend, producers Kara Holmstrom, Esther Gonzalez, lead Inferno artist Nathan Walker, CG supervisor Peter Hamilton, Inferno artists Dominik Bauch, Maya Korenwasser-Bello, Matt Tremaglio, Jesse Boots, CG artists Deb Santosa, James McCarthy, Dustin Zachary, Javier Bello, Thomas Briggs, Robert Hubbard, compositors Marie Denoga and Ed Anderson.
Music was composed by Soviet Science via Amber Music with executive producer Michelle Curran and producer Patrick Oliver.
The Volt, while being an admirable concept, should have tried harder to be a pure electric rather than what is essentially a hybrid. If more R&D was done into extending range and improving battery technology, the end product may have been quite different.