In order to create a spot that didn't feel like a typical movie tie-in, we needed an idea that would catch people off-guard, so we created a fictional Chevy dealer named Al and set out to create his "Super Bowl Extravaganza Sale" commercial, shot on video with the typical unpolished awkwardness of a dealer ad. If we could fool viewers into thinking this was a real local ad that this well-to-do dealer actually paid for, then the appearance of Bumblebee in the spot would be a genuine surprise, and create an adrenaline-filled introduction to the 2011 Camaro and the upcoming Transformers 3.