Chevy craved the need to relate to their consumers without overusing their brand. So, they agreed with parabox creative to work with their proposed concept: The New.
Chevrolet wanted to micro-market towards the new family, the new community, with the new social media and new technology.
A stop-motion approach allowed for more content to be included in a short amount of time. Using Hot Wheels and an iPad helped reduce pre-production time.
The drive-in concept is in reference to the "new community". The new community is online and "likes" equals applause. The "new" theme Chevrolet was in search for was found at the end of the Vine, when the outdoor drive-in screen is replaced by the iPad.
This metaphor represents the new community where pulling up a YouTube video replaces pulling up into the drive-in.