Did you know that for many women, the cargo room in a Chevy Traverse is as delightfully surprising as a downpour of shoes? I didn’t either, but then I saw this commercial:
If you’re a regular reader, you might expect me to be annoyed by the gender stereotyping of women going crazy for shoes. And I would be, except that’s been my experience. I can name half a dozen female friends who lose their minds over shoe shopping, and that doesn’t include my imaginary friendship with Carrie Bradshaw.
Mostly, I like this commercial’s confidence. The announcer’s relaxed voice and the dreamy folk song in the background create a relaxed tone, as though it’s obvious the car’s trunk space is tantamount to luxury items falling from the sky. The ad implies there’s no need to shout about it or slap us in the face: If we simply hear the facts, we’re bound to agree the Traverse is a miracle. That attitude keeps Chevy from seeming desperate, which makes me likelier to pay attention.
2 responses so far ↓
1 Amanda // Nov 20, 2008 at 9:37 am
To me, this ad really captures women’s drive to have things (cars, shoes, ridiculously overstuffed handbags) JUST IN CASE. For instance, I probably need a huge trunk JUST IN CASE someday it’s raining shoes. I don’t want to be the only one with no cargo space in which to hoard them, right? The ‘just in case’ concept is also somewhat stereotypical, but I find myself (a woman by most definitions) falling for it time and again. Marketers, apparently, have found it to be a real gold mine.
2 Kitten // Dec 19, 2008 at 10:21 am
I normally hate commercials geared towards either women or men solely, but I have to admit, this commercial makes me giggle inside every time I see it, and, amazingly, it makes me want to stop and see it when we pass it on TIVO.
The song is awesome and so is the idea that it might possibly rain shoes. If there was an actual possibility that this would occur, I’d invest in a pickup truck though.
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