Chevrolet’s Super Bowl ad might be called “Romance,” but after you watch the spot you’ll realize it’s about something else: bovine heat. The ad begins when a rugged cowboy loads what we learn is a very lonely bull into the back of his Chevy pickup, not unusual imagery for a pickup ad. Then “Sexy Thing” starts playing and things get a little strange. As the over voice over talks about the “eligible bachelor” (the bull, not the cowboy), describing his “bated breath” and “lonely heart,” it becomes clear that the bull is on his way to a farm to mate. The spot ends with a closeup of the bull licking his lips at the sight of cows as far as the eye can see, without another bull in sight.
Leo Burnett Detroit made the 60-second spot, that will mark Chevy’s return tot he Super Bowl ad space. Last year, former GM global marketing chief Joel Ewanick loudly pulled Super Bowl (and Facebook) advertising, saying it was a waste of money.