Extreme is usually associated with Red Bull or sport gear producers like Nike and its subbrands, but automobile manufacturer can add some action to your life as well. Chevrolet is rolling out its stunt-filled advertising campaign dubbed ‘Let’s Do This,’ launched back in October 2011, and announces two new commercials with unconventional plot to be aired during 2012 Super Bowl this Sunday. The digital campaign, which promotes Chevy Sonic, encourages younger generation (it is targeting 18- to 30-year-old audience) to live their life to the full and embark on some jaw-dropping challenges to test their limits and courage—and win a Sonic in a monthly drawing.

Photo: A snapshot from the Chevrolet’s Let’s Do This website, www.letsdothis.com

“We believe Sonic will attract youthful customers who are eager to have new experiences, such as tasting foods from five different countries in five days or simply giving blood, but in a vampire costume. This campaign will help our customers celebrate some of the experiences that make life interesting,” commented Kevin Mayer, director of Chevrolet advertising and sales promotion. The brand is encouraging people to do something extravagant for the first time, document this, share the proof, and the get this it loved by the public on the website—the more people adore it, the more likely you’ll get a Sonic vehicle. Chevy has offered a bunch of challenges for entrants to choose from—cornering, kissing in a highly public space, taking photos in a high urban place, putting on clothes that blend with the city environment, and many more.

Ahead of the upcoming Super Bowl game, the brand has also released a commercial in style of the ‘Let’s Do This’ campaign. The a 60-second spot, in which the Chevy cars are first time skydiving, bungee jumping, kick flipping, and performing with OK GO—all stunts are real, no computer technologies involved.