Chevy partners with Disney and Star Wars to sell Bolt electric cars

The electric automotive is charging within the storage, as a household packs it up for a street journey. Mother calls the little lady “Tink” because the little princess waves her wand to begin the automotive.

So begins a really bizarre model collaboration, as Chevy faucets into the Disneyverse to assist it pitch us on its new line of Bolt electric autos.

Half Bolt advert and half DisneyWorld promo, all set to Bob Marley’s “Solar Is Shining,” the brand new marketing campaign premiered through the season premiere of American Idol this previous weekend and is as Massive Promoting as you may probably get. Chevrolet’s VP of promoting Steve Majoros told AdAge that the model wished to companion with Disney as a result of it goals to create a few of the identical “magic moments” for which Disney and Walt Disney World are identified. “These magic moments are so engrained in individuals’s minds and reminiscences,” mentioned Majoros. “You consider proudly owning a automobile and the primary time you drive or magic moments like seeing your children sleep within the again. We’re very lucky we each reside in classes the place individuals have this emotional resonance and connection.”


Not fairly positive what any of meaning, however what is obvious is that Chevy didn’t need to take any probabilities in getting as a lot consideration as doable for the brand new Bolts, so it appeared to the most well-liked popular culture manufacturing unit on the planet for a few of that candy, candy halo impact.

And it’s milking each second: Witness the 14-minute making of function concerning the industrial. Extra branded content material!

This bolt just isn’t out of the blue: It seems to adhere to the general playbook that Common Motors is following for its push into electric autos and its commitment to make 30 new EV models by 2025. GM is trying to faucet dependable icons of popular culture to generate pleasure round a brand new expertise. For the Tremendous Bowl, it was Will Ferrell trash-talking Norway.

Now it’s the Millennium Falcon.

Promoting is definitely fairly powerful to get proper, nevertheless it’s work like this that makes on a regular basis individuals consider it as transparently simple. This isn’t lightsaber science. Take lesser-known product and connect it to an insanely well-liked factor. This is the way.

Massive bets like this are solely price it, nonetheless, if the model can determine how to capitalize on the preliminary enhance of curiosity supplied by that pop-culture halo. Tesla has develop into a cultural phenomenon by basically turning into the Apple of cars by way of a mix of outsider cool, design-led product innovation, and a talismanic (albeit controversial) founder. Not like Apple, Tesla has constructed this model picture with no official advertising and promoting.

Electric autos aren’t new, nor are they any longer the area of a privileged few that may afford renewable power as a luxurious. Main manufacturers like Volvo, Volkswagen, and Harley-Davidson have all been hyping their electro-efforts over the previous few years. However it’s the North American automotive giants that seem singularly bought on the concept just some form of pop tie-in can get individuals enthusiastic about this revolutionary expertise. Final December, it was Ford that blasphemed a traditional by enlisting the Griswolds for a vacation Mustang advert.


Though EVs are extra current in our lives than a decade or so in the past, they’re not fairly at on the commodity stage the place these sort of model partnerships can do all of the razzle dazzle for you, the identical approach they might have the opportunity to with Adidas sneakers or General Mills cereal. That’s as a result of the Bolt simply doesn’t have the model fairness or recognition that makes this type of affiliation price it. We all know why we care about Disney and Star Wars, however the Bolt?

Collaborations like this work greatest when, because the Jedi like their Drive, there’s steadiness. Two manufacturers of equal (or shut) power come collectively to make one thing particular for followers. When the size suggestions too closely somehow, that distinctive ingredient is misplaced, as is usually the lesser identified model.

And on this advert, the automotive stays virtually as forgotten as a sure conspicuously absent Disney dog.