Sunday, February 1, 2009
1969 Chevrolet Impala Magazine Photo
This is a very nice picture of the 1969 Chevrolet Impala that was never made into a layout for an ad and was never used in any promotional material. Still, I show it here because it represents an attitude we were using at the time. Chuck Felt was the creative director and my boss at the time. I was in charge of all the Chevy print advertising and Richard George Petachini was in charge of the broadcast. Felt had sold Chevrolet on a very aggressive ad stance that was bold and kind of in your face or at least in the face of our competition. I thought it was very good and lots of fun to work with. The copy headlines did most of the work---One of the best was a line Chuck wrote for a picture I made of a Corvette and a Camaro in a barn. Front views with a rope across the open barn doors. A nice picture but the power of the ad came from his headline--We'll take on any other two cars in the magazine. Chevrolet was the sales leader back then and this was leadership advertising without the boastful number one claim. We went straight at the competition in a very aggressive way. The picture above was made at the same time as other pictures to be used in the announcement newspaper and magazine advertising. Warren Winstanley shot it after we had finished the mandatory shooting. I always wanted extra pictures and Warren was always happy to shoot anything I wanted. We were on location and the only extra cost was a little more film. Quite often I was able to use the extra pictures in ads and Warren would be paid the going rate for the new ad. It was good for both of us and for Chevrolet. If you enlarge the picture you will see that the pretty young lady is sticking out her tongue. With the right headline maybe....well probably not. Anyhow it made a fun picture and I get to show it now after all these years.