Chevrolet is going to extraordinary digital lengths to advertise its new Colorado pickup.
General Motor's Chevy division recently purchased print ads that show digital videos for its available production models, according to Advertising Age. The first ad is for the Colorado pickup and appears in subscriber versions of Popular Mechanics and Esquire.
The ads will show readers three new Colorado videos, each created by Chevrolet's ad agency Commonwealth/McCann.
"We had these awesome digital films that we created for the Colorado launch and we thought, why not put video in print," said Jill Mida, manager of Chevrolet truck advertising, according to Ad Age.
The ads can't hurt. General Motors sold 19,126 Colorados in the U.S. during the first quarter of 2015, according to GM.
So where did the idea for the campaign come from? A meeting among executives at Hearst, the owner of, you guessed it, Esquire and Popular Mechanics. They were discussing videos on their magazines websites when the idea hit them.
"But we got to talking further about having it run" in the magazine, according to Jack Essig, publisher director and chief revenue at Hearst Men's Group, according to Ad Age. "We're always looking for innovative ways for print to come alive. This was one of those aha moments."
Print ads for the new Colorado, that don't have videos, are expected to appear in other popular magazines like Sports Illustrated, Men's Health and Dirt Rider.
So what do you think about the ad campaign? Are you looking forward to seeing them or turning the page?