HUFFPOST GAY VOICES | Posted: 06/05/2012
Take a look at the new ad below, then scroll down to keep reading:
It looks like the Chevrolet Volt has officially “come out” — and just in time for Motor City Pride.
At least that’s the gist of a new advertisement for the eco-friendly car that appeared in Between the Lines, a Detroit-based newspaper that targets the city’s lesbian, gay, bisexual and transgender (LGBT) community.
The tongue-in-cheek new ad depicts the silver Chevy Volt as “coming out” to his older-model “parents,” along with the text: “Volt runs on an electric battery and a gas generator. So, whatever revs your engine, we support you 100 percent. Happy Motor City Pride from the entire Chevrolet family.”
Detroit’s Pride celebration took place last weekend after the ad appeared.
Targeting that community with the humorous Volt ad is being hailed as a particularly strategic move for the car manufacturer. Noting that LGBT shoppers tend to be “significantly more eco-friendly than the rest of the population,” The Car Connection believes it’s smart for Chevy to promote the hybrid electric vehicle to “a predominately sympathetic audience.”
“Chevrolet has managed to find an interesting parallel between one of its “outsider” products and a population that, in some ways, still resides on the margins of society,” the report states. “That’s not just clever, but it makes for good advertising.”