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‘Direct Mass Selling’ eliminated the live exhibition acts and instead focused on the production of one reel short films along with a few two-reelers. While the films would be advertising films, they took an extremely different and clever approach to market their material than those produced for the ‘Quality Dealer Program’.

Instead of bombarding viewers with Chevrolet’s accomplishments, advertising of the cars was quiet and only done by product/brand placement and narration/acting hinting at Chevrolet’s superiority, without even mentioning the name of Chevrolet.

The reason for this was to make the films appear as normal entertainment, novelty educational films that viewers would want to see as a short at a movie theatre or as a novelty at a community club meeting, school assembly etc..

As films very obvious in advertising nature were (and still are) not the most popular films to view, many viewers would leave during their exhibition to take their cigarette break, bathroom break, etc. thus limiting the films’ audience. ‘Direct Mass Selling’ set out to address this and attempted to capture the interest of all viewers by subliminally showcasing what made Chevrolet the most unique car on the low price market, by relating them to common interest topics. Topics consisting of:

• how specific parts of an automobile worked and contributed to it’s operation and safety,
• safe driving techniques,
• how an automobile contributes to our everyday lives or even saves the day,
• topics not related to automobiles in any manner but could be tied to the Chevrolet brand,
• how automobile manufacturing contributes to the American lifestyle,

were all put to use to emphasize that Chevrolet was the safest, comfortable, best ventilated, scientifically engineered car on the market. Frequently the films highlighted Chevrolet’s “Knee Action” (i.e. how springs in the wheels reduce the bumpiness of a ride), air ventilation to bring comfort for those traveling, and streamline design allowing the vehicle to get the best economy.

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