That'll buff right out: Chevy turns new Captiva into scratch off card
Click the photo for a high-res gallery of the Captiva Scratch Car-d
We've all bought one of those "scratch and win" lottery cards at the convenience store before. Attacking that little piece of cardboard with a penny is a very satisfying experience, even if you don't uncover three cherries, two "$50" or a "New Ticket". Chevy in the UK had a bright idea to take that same scratch off experience and supersize it by turning an entire vehicle into a scratch off card. To introduce Londoners to the new Chevy Captiva crossover, the brand had an example of its new CUV on display coated with the same scratch off material and parked atop a pile of 16,995 pennies.
It took two months to cover the entire CUV and thousands of individual panels with the same latex material used on those scratch cards. It only took 14 hours of scratching, however, before someone uncovered the hidden winning panel and won the vehicle. Hopefully Chevy gave the winner a different Captiva than the one used in the contest, because penny scratches do not, in fact, buff out.
The event took place in Covent Garden in London, with the number of pennies obviously representing the Captiva's base price in British pounds. You can think of the Captiva as the entry level sibling of the better-equipped Opel Antara and our own Saturn VUE. Will the U.S. market then get the Captiva as replacement for the Chevy Equinox? If we're lucky.
Thanks to Mario for the tip!
[Source: AutoMotoPortal]
Reader Comments (Page 1 of 1)
bmoredlj 3:08PM (6/12/2007)
Did someone put vaseline on the lense for all these shots?
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felipe 3:08PM (6/12/2007)
i don't know if this is the greatest idea in the marketing world or the most retarded. guess they can repaint it.
you know chevy wished for longer then 14 hrs.
pretty cool stunt though.
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Dave 3:46PM (6/12/2007)
The way those two girls squat down and bend their awesome looking legs backwards and put all their weight on their heels is magnificent! Those are some strong leg muscles.
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Doc Lucas 3:49PM (6/12/2007)
Scratch-off "Captiva". It's almost captivating.
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Mike 4:00PM (6/12/2007)
Keep the rolling scratch ticket, I'll take the blond.
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bestmacs 4:05PM (6/12/2007)
G'day from Oz,
Their marketing department is certainly up to scratch!
Cheers
David McMahon
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Viv 5:00PM (6/12/2007)
Forget the car can i please get the two girls?
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Fabulo 6:09PM (6/12/2007)
Maybe if you scratch hard enough you can win an all new 2007 Dodge Nitro!
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Little Lord Poopy-Pants 6:11PM (6/12/2007)
I don't think I'd want one of these. For that kind of scratch, there are plenty of better choices.
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Andy 7:08PM (6/12/2007)
I'll scratch for the girls...
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Greg A. 7:11PM (6/12/2007)
Darn! I saw the headline, then the photo, and for a moment I thought that these were scratch-off cards which allowed you to scratch off the clothes those birds are wearing.
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Calguy 8:31AM (6/13/2007)
Kind of off subject from scratch offs.. but is this also the vehicle that will be the basis for the new Saab 9-4x?
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naif 7:58PM (6/12/2007)
is there a hint there about car ads being better on the other side of the pond?
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Galley 9:17AM (6/13/2007)
As a "leg man" I give this vehicle an enthusiastic thumbs up!
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