Jake Viramontez was busy making documentaries until a contest announcement, sponsored by Chevrolet, calling for spec commercials tying family cars to Mother’s Day inspired him to expand his portfolio into a genre best described as doc-style promotion (aka the heartwarming, triple-hanky TV spot).
He quickly settled on a concept — a dad takes his crying baby out for a joyride in the family Chevy to give mom a moment to rest — derived from his sister’s bout with new-parent fatigue. He then submitted the idea and was picked as a finalist among nearly 300 entries from 34 countries. Now Viramontez’s spot, ‘The Extra Mile,’ will air on Mother’s Day during The Today Show and Good Morning America. “We chose ‘The Extra Mile’ because it’s a beautiful tribute to what Mother’s Day is all about: a day to honor mothers and show appreciation for all of the special things they do every day,” said Paul Edwards, vice president, Chevrolet Marketing at General Motors.
