Tuesday, January 27, 2009
This ad was shot during the same trip as some of the ads below but not on the Screen Gems movie lot. Warren Winstanley was the photographer and the concept was mine. The new Chevelle SS was available with two big engines--the SS396 and the SS 454. We were not allowed to show the cars in high performance situations in those days so we had to come up with other means of telling how it would perform if you bought one. This was done on an "experimental"shoot as were most of the other ads shown on this car. What that meant was Chevrolet gave us the prototype cars to photograph without any ad approval. They were shipped from Detroit to LA and we could do anything we wanted with them. Before we went on a trip like this we had meetings to make sure we were all on board with the kind of image we wanted to project for each car. I tried to insist that each art director, writer, and photographer put picture concepts on pads of yellow paper and show them to me before we started shooting. This worked pretty well and did not eliminate having an idea as a result of seeing something not thought of before. I still have the crude yellow paper for this ad. Warren Winstanley had one of his assistants go to the dock in LA and buy the great big rope you see in the picture. We took two views of the situation, this one and a look strait on the front end of the car. Both were used and can still be found in Chevy materials from back then. In fact you can buy a poster- size reproduction of this ad from GM. Just go to their site and look at their collection of old car pictures. A fine young writer named Dick Wingerson wrote the copy for this picture. He did many great ads for us but got away to Florida at a young age. I know he looks in on the blog now and then to make sure I get the credits right. Thanks Wings!