Arnold Schwarzenegger goes undercover for Veloz to try to sell gas guzzlers to electric car buyers
Arnold Schwarzenegger notoriously brought the Hummer – one of the biggest gas guzzlers – into civilian use after falling in love with the military vehicle during the filming of a movie. Now, the former California governor is making up for it by going undercover as a salesman at an electric car lot.
Arnold Schwarzenegger for Veloz
‘Kicking Gas’ is an integrated campaign starring Schwarzenegger that mimics the launch of a summer blockbuster mixed with a hidden camera show. Created for Veloz, a non-profit group dedicated to increasing electric car sales, the films feature Schwarzenegger going undercover as a colorful, mustache-wearing used car salesman named Howard Kleiner on a mission to sell gas-guzzlers to people who want electric cars.
The campaign by agency Superconductor, in collaboration with Oak Productions and Bullitt, and directed by Emmy-Award winning Josh Greenbaum, includes a three-minute video, plus teaser spots, out-of-home, and social and display ads, all centered on the ‘Kicking Gas’ theme.
The film starts with ‘Kleinman’ speaking to a lot full of customers through a public address system, thanking them for choosing “muscle cars that use gasoline.” He then sets out in a Hawaiian shirt and baseball cap, with a black wig and really fake-looking mustache, to try to talk people out of buying electric. With one couple, he roars up in an exhaust-spewing Hummer. With another couple, he states that a gas pump is “more satisfying than sex.” With one customer, he gives them a bumper sticker that says ‘carpool lanes are for sissies.’
At the end of the film, Schwarzenegger states: “Electric cars save money, time and the environment without sacrificing any of the fun and excitement of driving…go to Electricforall.org and join us.”
Schwarzenegger worked across the aisle as California governor to enact historic clean transportation and clean energy initiatives. He launched ‘Kicking Gas,’ on his social network.
“Over 16 years ago, I set out to prove that you can have the car you love and the clean air you need,“ said Schwarzenegger in a release. “I greened my fleet of personal cars, including my Hummers. And I challenged the auto industry to do the same. They now have the electric vehicle technology to outcompete gas-powered cars.”
‘Kicking Gas’ is part of Veloz’s ‘Electric For All’ public awareness campaign, a multimillion-dollar effort uniting car manufacturers, utilities, clean air advocates, government and other stakeholders. It is an alliance of unlikely partners, using humor, not fury or fear, to engage consumers.
“Tough guy Arnold Schwarzenegger has no problem making fun of himself. Imagine a world leader like that – willing to do what it takes for the greater good,” said Mary Nichols, who serves on the Veloz leadership team. “For some members of our unlikely coalition, this campaign is tricky and treads difficult territory. Change is hard. But everyone knows the future is electric, and California, for one, is committed to capturing the market advantage.”
Added Josh Boone, executive director of Veloz: “Our goal with ‘Kicking Gas’ is to bust barriers and kick down the norms of traditional electric car campaigns. Veloz brings together an unlikely coalition of automakers, public-policy leaders and other sectors as positive world changers. We are focused on igniting public imagination through innovative and bold messaging – electric cars are more fun, more performance, and more exciting than other cars.”
Schwarzenegger recently 'rapped' with Andreas Gabalier on 'Pump it Up - The Motivation Song'.
See the Veloz work by clicking on the Creative Works box below.
