The TV spot shows what appears to be a single vehicle speeding across a desert in a cloud of sand. Then three new Chevrolets emerge from the cloud.
The commercial was shot in the Chilean desert to introduce three cars to the Chevrolet lineup in Spanish-speaking Chile. The advertisement also is running in the Middle East, where the same vehicles are being launched, with Arabic and English voiceovers.
Such sharing is simplifying marketing - and saving money - for General Motors' vast Latin American, Africa and Middle East region, says Wayne Brannon, director of sales and marketing. The Miami-based region and its agency, McCann-Erickson, produced several regional ad campaigns during the past year.
"If the ads would have been done the old way, done independently by the local markets, we would have spent about $7.5 million to produce them all," Brannon says. "We spent closer to $4 million to do it."
Those figures represent advertising development, which accounts for about 20 percent of the regional ad budget, he says. Other costs, such as media buys, haven't fallen.