Chevrolet Radio RE-THINK by Faltman & Malmen Stockholm

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RE-THINK

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Industry Cars, Automotive products, services and accessories
Media Radio
Market Sweden
Agency Faltman & Malmen Stockholm
Director Martin Rössel, John F Swartling
Creative Director Magnus Faltman
Account Supervisor Mats Ekberger
Released January 2005

Credits & Description

Advertising Agency: FALTMAN & MALMEN, SWEDEN, Stockholm
Creative Director: Magnus Fältman
Scriptwriter: Petter Dixelius/Henrik Olsson
Agency Producer: Ulrika Nilsson
Account Supervisor: Mats Ekberger
Advertiser's Supervisor: Peo Nilsson
Director: Martin Rössel/John F Swartling
Sound Engineer: Martin Rössel


Script in English

We hear an older male hypnotist: Now start counting backwards slowly together with me… 4, 3, 2, 1… now I want you to imagine the scent of a new car, you see a beautiful golden symbol on the steering wheel… now you’re thinking that this car MUST cost a king’s ransom… I want you to re-think, think six Chevrolet models from 8,000 Euro with extensive warranties… now, when I say re-think, you’ll visit Chevrolet.se and read more… RE-THINK.
Script in Orginal Language

Vi hör en äldre manlig hypnotisör: Börja nu räkna långsamt bakåt tillsammans med mig: 4, 3, 2, Chevrolett…nu vill jag att du föreställer dig doften av ny bil…du ser en vacker guldfärgad symbol på ratten…nu tänker du att den här bilen måste kosta skjortan…jag vill att du tänker om… tänk sex Chevrolet-modeller från 78 400, med omfattande garantier…när jag nu säger ”tänk om” besöker du Chevrolet.se och läser mer…TÄNK OM”.
Brief Explanation

In Sweden, Chevrolet are known for being American and producing large, thirsty and expensive cars. So when GM decided to launch Chevrolet as their new value brand we needed to change the public’s view of the brand completely. We decided to hypnotise them and make them re-think.

In Swedish the backwards counting ends with a pun that establishes Chevrolet earlier on.