Case Study: O’Reilly Chevrolet 100-Year Super Bowl Commercial - "Our Home"
Client: O’Reilly Chevrolet
Location: Tucson, Arizona
Campaign: 100-Year Anniversary Super Bowl Commercial
Title: Our Home
Challenge:
As 2023 began, O’Reilly Chevrolet approached us at Bamboo Grove Creative with a monumental task: creating a commercial to celebrate their 100-year anniversary. This commercial was not just any ad; it was set to premiere during the Super Bowl at a local level in Tucson, Arizona. The goal was to encapsulate a century of history and community ties in a 30-second spot, pulling out all the stops to make something truly special.
Research and Concept Development:
We started by researching other centennial businesses in Tucson, finding several like Garcia’s Cleaners, the Tucson Museum of Art, and El Charro, a beloved Mexican restaurant. With these community pillars on board, we began brainstorming script treatments that would position O’Reilly Chevrolet as a dependable, long-standing part of Tucson.
We toyed with various angles, from highlighting employee stories to focusing on the enduring deals offered by the dealership. Ultimately, we decided to emphasize the theme of “home,” showcasing O’Reilly Chevrolet as an integral part of Tucson’s community fabric.
Pre-Production:
Our process began with creating emotional mood boards, a technique where we combined preliminary scripts, licensable music, and stock footage to capture the desired feel of the final commercial. This helped convey the emotional essence of our concept to O’Reilly Chevrolet, who were thrilled with the direction.
With a clear vision in mind, we leveraged our decade-long experience working in Tucson to scout the perfect locations. Tucson’s unique beauty, with its stunning mountains and desert landscapes, offered an ideal backdrop for our shots.
Production:
We aimed to capture the essence of Tucson and its people, featuring O’Reilly Chevrolet’s employees and their families. Their enthusiasm and pride were palpable, adding authenticity to the commercial. We shot in various picturesque locations, capturing sunrise and sunset time lapses to highlight Tucson’s natural beauty.
For the shoot, we used the Canon C70, employing Canon Log 2 and Cinema Gamut to maximize dynamic range and color depth. Instead of committing to one or two focal lengths, we used a variety of RF and EF native lenses, ensuring adaptability and flexibility for each shot. This approach allowed us to capture a wide array of perspectives and details, enhancing the visual narrative.
One of the most memorable production moments was shooting at the Tucson Museum of Art. When our lenses couldn't capture the wide shot we envisioned, Rosie Ruiz, our account manager and line producer, saved the day with her iPhone 15 Pro. Its ultra-wide lens allowed us to get the perfect shot, proving that creativity and adaptability are key in production.
Post-Production:
Editing the commercial was a joy, thanks to the stunning footage and moving script. We incorporated a flipbook effect using archival images, colorized in Photoshop, to visually narrate O’Reilly Chevrolet’s 100-year history. This sequence featured generations of the family-owned business, tying their story to Tucson’s rich history.
Our in-house colorist truly knocked it out of the park. After completing the base edit in Adobe Premiere Pro, our editor exported the project to DaVinci Resolve. Utilizing DaVinci Resolve’s suite of advanced color tools and a plug-in called Dehancer, the colorist was able to create a rich, cinematic look that enhanced the emotional impact of the film. The final touch was the beautiful music track we licensed, which perfectly complemented the visuals and script, creating an emotional and engaging piece.
Launch and Reception:
As the Super Bowl approached, excitement built up within O’Reilly Chevrolet. Employees eagerly anticipated seeing the final product. When the commercial aired, it was also shared across Facebook and other platforms, generating significant engagement. Employees proudly shared the ad, highlighting their appearances and expressing their pride in being part of the O’Reilly Chevrolet family.
The feedback was overwhelmingly positive, with employees and the community praising the commercial’s heartfelt portrayal of O’Reilly Chevrolet’s place in Tucson. It became a special moment, not just for the dealership but for all involved, capturing a slice of time that would be cherished for years to come.
Conclusion:
Creating the “Our Home” commercial for O’Reilly Chevrolet’s 100-year anniversary was a rewarding experience for Bamboo Grove Creative. It was a testament to the power of community, creativity, and collaboration. We are proud to have played a part in celebrating a century of O’Reilly Chevrolet’s legacy in Tucson, and we look forward to many more successful campaigns together.
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