Chevy dealership goes viral for its magnificent ‘The Office’-style marketing
The crew at Mohawk Chevrolet in Ballston Spa, New York, is making waves on social media. Their digital series, “The Dealership,” hilariously navigates the team’s marketing operations. Its impressively-executed mockumentary style is based on the hit show “The Office.” I’ve embedded some chuckle-inducing episodes below.
“The Dealership” Episode 6: “Star Quality”
@mohawkchevrolet Replying to @Carrigan moebs Episode 6 of The Dealership, “Star Quality”⭐️ #theoffice #cardealership #cdk #officelife #officehumor #chevy #mohawkchevrolet #fyp ♬ original sound – Mohawk Chevrolet
Grace Kerber is Mohawk Chevy’s digital branding creator and stars in many of the episodes. Spoofing Michael Scott, the lead role in “The Office,” her overzealous, type-A character perfectly blends highlights of the company’s inventory with comical narcissism. In “Star Quality,” Grace attempts to cast dealership staff for a Blazer EV walkaround.
The episode is less than three minutes long and has 2.1 million views.
Other larger companies are posting replies via their social accounts. Words of support for “The Dealership” came from Geico, Microsoft 365, QVC, Death Wish Coffee, Keds, and more.
Episode 5: “Lemme drive the rado”
@mohawkchevrolet Episode 5 of The Dealership "Lemme drive the rado'"? **Based off a true story #MohawkChevrolet #TogetherLetsDrive #CarBravo #UpstateNY #SaratogaSprings #MaltaNY #BallstonSpa #Chevy #Chevrolet ♬ original sound – Mohawk Chevrolet
This clip is dedicated to the Chevy trucks on the Mohawk lot. A coworker, Ben Bushen, who heavily assists with the show’s production, hands Grace a list of cars they have to shoot that day. Grace calls dibs on the Silverado 2500 HD. Navigating out of its parking spot takes a 38-point turn.
At 2.9 million views, episode five even has Chevrolet commenting, “Watch out, Hollywood.”
Viewers seem equally impressed, myself included. One shared, “Am I in the market for a car? Nope. Did I follow Mohawk Chevrolet this Friday evening? Yep!”
The newest episode, “Like a Diamond,” was posted two days ago.
@mohawkchevrolet Episode 10 of The Dealership, "Like A Diamond"? #thedealership #mohawkchevrolet #cardealership #fyp #chevrolet #chevy #theoffice #parody #miniseries ♬ original sound – Mohawk Chevrolet
At this point, followers are asking for Mohawk Chevrolet dealership merch. Another suggested the production crew get a Super Bowl commercial.
