Super Bowl ads may never die, but the buzz around them goes down like the Hindenburg as soon as the game ends, something MediaPost’s VidBlog notes:

Remember that football game that was played just five days ago? How about the ads in the game?

Chatter on social channels about the ads dropped almost immediately after the Super Bowl ended. In fact, social media tracking service Trendrr found that buzz around the brands in the Super Bowl died off dramatically by Monday with a few exceptions.

Chevy hoped to be one of them by co-producing a music video with the band OK Go, which is known for its offbeat productions. From MediaPost’s Engage:GenY blog:

The car is in just about every shot of the video as it races through a course lined with instruments that play along as the band belts out the tune. It might sound like the car steals the scene, but instead it really is with the band, hammering on the piano and plucking out the melody.

And it was quite a production according to the description on YouTube:

OK Go set up over 1000 instruments over two miles of desert outside Los Angeles. A Chevy Sonic was outfitted with retractable pneumatic arms designed to play the instruments, and the band recorded this version of Needing/Getting, singing as they played the instrument array with the car. The video took 4 months of preparation and 4 days of shooting and recording. There are no ringers or stand-ins; Damian took stunt driving lessons. Each piano had the lowest octaves tuned to the same note so that they’d play the right note no matter where they were struck.

Here’s the result:

At post time the video had been viewed 10,930,139 times.

Pretty buzzy, no?


John R. Carroll is media analyst for NPR's Here & Now and senior news analyst for WBUR in Boston. He also writes at Campaign Outsider and It's Good to Live in a Two-Daily Town.
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