Celebrity is back. Okay, it never really went away, but it seems there is a new spin on how to get celebrities interested in trying out a new car. Pair the celebrity with an interesting personality who can keep the conversation interesting and also find some time to highlight the features in the car.
For Lexus, the formula centered around the attractive comedian Whitney Cummings driving celebrities - from all walks of life - including a skateboarder, actress, and a social media author in the all-new CT 200h. The CT 200h is a new hybrid hatchback that arrives at dealerships in March 2011. There isn't much new with the CT 200h, but Whitney is a great host and makes most of the videos watchable. She definitely is the star more so than the car.
The CT 200h campaign is called the Darker Side of Green, but they extended the campaign by calling the drives Darkcasting. Why Darkcasting? It is described as "the first ever in-car after-dark talk show." I'm sure the claim of "first ever" will go unchallenged. Each drive takes place at night and the cast is Whitney as passenger and her "celebrity" driver.
You can see social media author Brian Solis in this video:
Chevrolet Casts "The Perez Hilton of the East Coast"
Chevrolet includes lifestyle and celebrity blogger Micah Jesse as a key person in their latest campaign Cruze-Arati.
Unfortunately, Micah mistakenly assumes he is doing the "first mobile talk show." Perhaps he can claim the first ever in-car daylight talk show. I'm fairly certain that claim is still available.
Micah does an in-car interview with "celebrity" Kelly Bensimon from the Real Housewives of New York City.
One odd difference is how Micah interviews Kelly on the side of the road. Did Chevy's lawyers not allow the interview to happen while the car is in drive?
Cruze-Arati is a bit more than just in-car interviews. In fact, most of it revolves around six topical experts talking on subjects like Technology, Music, Sports and Fashion. It's mainly about socially active people driving around in a Cruze and showcasing some "crazy" stories around each of the topics. There is even a Twitter account, @Cruzearati, to follow all the antics.