Perky Chevy Volt dance video goes viral, GM is confused

GM still is in the midst of recovering from its recent fundamental change in organizational structure. The recent release of a video that shows four dancers prancing to a cute ditty on the qualities of a Chevy Volt is a good indication that the company still has room for improvement.

Apparently the Chevrolet marketing department was trying to drum up some attention at the LA Auto Show and instead of running with Bob Lutz’s idea to use Electric Car by They Might Be Giants they decided to commission a dance routine.

Given the amount of attention GM commands right now both because of the Chevy Volt and because of the amount of money it borrowed from tax payers, the automaker should consider any publicity stunt fodder for widespread viral distribution. While the dance routine would be effective in drawing attention at an auto show, it doesn’t make GM look professional or witty. It has more of a gimmicky feel.

On the other hand, They Might Be Giants did a good job making a zany (per usual) and cute satire of a hot topic. Beyond that, the accompanying video shows a bunch of animals and people jumping into recycled boxes with wheels. It certainly appeals to a significant segment of viewers and GM could have cashed in on that mindshare.

Still, the embarrassment GM may feel will likely be tempered because the amount of attention focused on the Chevy Volt has jumped back up. Curious people clicking on the “Volt dance” headlines will then wonder what the car is if they don’t already know. If anything that’s the truly sad part for GM because they are missing out on an opportunity to communicate a message to lots of people. The dance routine does a weak job communicating the benefits of the Chevy Volt and is more focused on powder puff.

Here is Electric Car by They Might Be Giants

Here is the Chevy Volt Dance (note the video ratings difference!)