We're big fans of the 2012 Chevrolet Sonic, which is launching this month behind a large-scale digital marketing effort. Chevy is calling the campaign "Let's Do This," and it features the Sonic "performing" a variety of YouTube-worthy stunts, like skydiving and bungee jumping. You can check out the 27-camera skydiving video after the jump.

It's no secret that the ads are targeted at millenials, just like the car itself. General Motors would really like the Sonic to be a hit with the kids, rather than just appealing to people who want the cheapest car they can find. Chevy's ad director told Automotive News that GM is hoping to connect with young people who don't "have the history necessarily or even the baggage you might say that a lot of the more traditional consumers might have."

To that end, GM is also bankrolling a 10-car giveaway through a social media game. To win, participants have to do wacky stuff like "working out in the middle of a grocery store or donating blood dressed as a vampire" then upload proof of their deeds. Chevy is calling it the "Game of Firsts," no doubt inspired by having finally built its first credible compact.

Click past the break to watch the video.


I'm reporting this comment as:

Reported comments and users are reviewed by Autoblog staff 24 hours a day, seven days a week to determine whether they violate Community Guideline. Accounts are penalized for Community Guidelines violations and serious or repeated violations can lead to account termination.


    • 1 Second Ago
  • 61 Comments
      donnieorama
      • 3 Years Ago
      The tagline 'Chevy Runs Deep' makes absolutely no sense at all. But THAT was a cool commercial.
      PiCASSO
      • 3 Years Ago
      Nice commercial... looking forward to test driving GM's new sub-compact hatch. BTW, Autoblog's commenting system continues to suck. Every device (OSX 10.7, WIN7, IOS4, Android 2.3, and WINXP) continue to forget my username and password about 24-hours. It's not a cookie issue. Autoblog should follow their Engadget sister site and use DISQUS.
      dukeisduke
      • 3 Years Ago
      "Chevy's ad director told Automotive News that GM is hoping to connect with young people who don't 'have the history necessarily or even the baggage you might say that a lot of the more traditional consumers might have.'" IOW, people who might be too young to remember all the craptastic cars GM was building in the '80s and '90s.
      dragonrage1191
      • 3 Years Ago
      Major props to the marketing team on this. Its like they got some hate mail that said "I want to see the new Sonic pushed off a plane", and they were like "okay!" and made this commercial.
      WillieD
      • 3 Years Ago
      I wanted to see it land. Cool video, though.
      Krishan Mistry
      • 3 Years Ago
      Reminds me of the VW Polo ad where the skdiver would rather go and sit in the car than pull his parachute because the car is so safe... good times!
      AngeloD
      • 3 Years Ago
      Visually interesting, but it doesn't say anything about any particular feature of the Sonic. Was the point just to make the public aware of the car?
      kargi
      • 3 Years Ago
      i got excited i thought they would let the car hit the ground.. awwww
      AngeloD
      • 3 Years Ago
      Interesting visually, but does this actually sell any particular feature of the Sonic? Or was this ad just designed to make people aware of the car?
      • 3 Years Ago
      [blocked]
        Krishan Mistry
        • 3 Years Ago
        Better this than say... a Yaris, Versa, Accent, and Rio, although the latter 2 are much improved. In fact, if pressed to buy a subcompact, it would be almost about on par with a Mazda 2, Ford Fiesta, and Honda Fit. The Sonic has the most hip styling and tons of turbo torque, the 2 is super nimble, the Fiesta is all round awesome, and the Fit is insanely versatile while still kind of sporty. Listen to yourself every once in a while, would you? A heavily biased opinion, especially if that bias is based on a badge, is a worthless opinion. Bear that in mind.
        Adrian
        • 3 Years Ago
        TROLLOLOLO
        Vergenbuurg
        • 3 Years Ago
        Not that I'm defending the Sonic, but this is as much a refreshed Aveo as the Impala is a refreshed Lumina.
      • 3 Years Ago
      [blocked]
      • 3 Years Ago
      [blocked]
    • Load More Comments