The concept was to show Chevy ala his Community character Pierce Hawthorne, as a elder, out of the technology loop, disoriented and lost. The overall direction would be: If this dolt can do it, and enjoy the simple luxury of the Jeep Cherokee, than SO CAN YOU! By using humor and an actor that our target generation grew up adoring this ad campaign tugs on the heart strings and the brain strings (trust me, brain strings are a thing).
The ad would have Chevy get in, touching gadgets and being pleasantly surprised at the amenities and how simple they are to use. Chevy would then proceed to drive it everywhere even places not typical 'legal'. When stopped by the cops after driving down the beach, he will exit the car and yell "Where am I?" looking disoriented. The cops will laugh and give him a free pass (going back to their cruiser to continue eating their donuts) and Chevy will look into the camera and wink.
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