Hamtramck abuzz over possible Super Bowl ad for Chevy Volt

In the multiethnic enclave of Detroit, where General Motors Co. produces the extended-range electric car the Volt, a film crew spent weeks interviewing and filming Hamtramck residents.

From what interviewed residents can tell, the ad may embrace the “to-hell-and-back” theme that made Chrysler Group LLC’s “Imported From Detroit” ad during last year’s Super Bowl such a hit.

GM is being coy about whether the Hamtramck-themed Volt commercial will premiere Feb. 5.

“We haven’t decided yet,” said GM spokesman Patrick Morrissey, who added that the Detroit automaker will air five Super Bowl ads. “We create a lot of different spots. The final decision will come in a few weeks.”

That means it could be close to game day or even game time before Hamtramck finds out if it made the cut.

“The (Hamtramck) ad will be featured prominently, if not in the Super Bowl, then somewhere else,” Morrissey said.

Of course, many residents want their cameo during one of the nation’s largest live televised events. More than 100 million viewers tuned into last year’s Super Bowl, setting a record as the most watched U.S. television program in history.

Nielsen Media Research, the television ratings firm, says Super Bowl ads are 58 percent more memorable than the average commercial.

“Who the hell knows about Hamtramck? I guess a lot more people soon,” said Kathleen Bittner, 29, a native and resident who helped the film crew find bona fide Hamtramck residents.

“They wanted people who had a real connection to the city.”

The film crew spent so much time in Hamtramck that there is enough footage for a documentary, say residents such as the Bittners and others who talked to the film crew.

Now there is a double guessing game: Will the ad make the Super Bowl? And who from Hamtramck will be in it?

Read More at: Detroit News