Two friends are stopping at a traffic light. The passenger tries to take a sip of coffee but the car jerks. This happens again and again. He catches on to his friend's hijinx, so he waits until they stop, but the light then turns green and he never gets his sip.
Philosophy
To attract young buyers, we focused on car culture in America. One in which Chevy has played a large role. The ads revolve around people in their cars doing things we can all identify with - in this case, teasing our passenger with the brakes. As is with the entire campaign the spot is accompanied by a popular song that mentions a Chevy in the lyrics.
Problem
Make the Monte Carlo and other Chevy cars appeal to the ever hip youth market.