This print and outdoor launch campaign for the new Corvette was fun to be involved with. However, the headline in the single-page execution was a battle to get through; the lawyers were afraid Chevy would get sued by Ferrari, Lamborghini and Maserati. Oh, lawyers.
The owner of Cormier Chevrolet in Los Angeles personally thanked me for this outdoor board, which was created to launch the Vette. The Cormier dealership overlooks a busy section of the 405 Southbound; to attract the attention of commuters, the dealership notoriously dangles Corvettes from a crane, so the cars appear to be suspended in midair. (See below.) Since one of the boards ran on the freeway right by the dealership, the owner thought we created it just for him. So naturally, I shook his hand, looked him in his eyes and said, ‘You bet.’