Sunday, February 1, 2009

1970 Chevrolet Monte Carlo Magazine Ad Layout

Monte Carlo was something very new for Chevrolet and new for the industry at the time. It was a luxury car with one of the longest hoods around that gave it a special look. It would stay that way through several body changes. It had wonderful styling that said, without a doubt, if you owned one you were somebody special. We had several other good pictures that would run as announcement ads and follow up ads so this idea was supposed to take us a step farther. It is a better idea than the execution shown here. Warren Winstanley and I were in LA and had been shooting on the Screen Gems movie lot. Some of the pictures below were taken there. For this one we had to find a good looking boat large enough to park a car on if you were rich enough to do that. The boat should have been larger so we didn't have to have the poles cutting through the car and the view or the car needed to be better to show off the styling. The car was shot back on the Screen Gems lot and stripped into the boat picture. Something that would be no problem today but a serious undertaking back then. The boat owner is too much of a character in his short pants and black socks--too much of a cartoon. He should have been a good looking rich guy. He was in reality one of the GM truck drivers. The lady beside him is the only paid model in the picture. The crew is from left to right--Bob Ovies, Warren's assistant, Bill Graefen, and me. Bob and Bill were writers on the account. If I could have sold this as an idea we would have done it over again and fixed it so that Chevrolet would have liked the car view and the people would have been better. Oh well it was an experimental shoot and most of the pictures turned out better than this. I show it anyhow along with other ideas for pictures. It could have made a great ad for Chevrolet. 

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