Hasta La Ideas

Guess what we’re making

The 2014 Corvette has been unveiled, and the video being used to promote it reminds me how far the public perception of industrial design has come. Years ago, a commercial for a new Corvette would feature the car cruising down an idyllic country road, tearing up a track or whipping down an American highway. But as you’ll see, the ad below starts off with footage of the team scraping out the full-sized clay model, with accompanying soundbites from designers Kirk Bennion and Tom Peters. We’re then teased with some fleeting computer modeling and wall-o’-sketches shots before they hand it over to the aerodynamics team.

Sexy logo update, no? We’ll get to that in a minute.

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