Product: 2014 Corvette Stingray
Commonwealth is advertising the 2014 Corvette Stingray to drivers looking for a more than just an experience with a car, or a car whose boundaries they don’t push, but that pushes their boundaries. The connection between the product’s message and the target’s needs is simple, it is providing them more than just a driving experience, it is providing them a car that tests their boundaries and iterates on the traditional driving experiences. The SMIT of the campaign is showing what a personal and intangible experience looks like. The visuals of the campaign shows the experience inside the consumers minds, and the words show that is not simply the cars performance being measured, but the performance both physically and mentally of drivers. The context of the test conveys the idea of a car’s effect on people and gives insight into the inner nature of an experience.