Odd commercial

My guess is that it has to do with a new car at the AutoShow that begins at the beginning of February. The show is at the McCormick place which is named after Mr. McCormick who was a Colonel, not a General but the "General's North Chamber" would correspond to the North Hall of the McCormick Place center where they hold the auto show. This is when a few companies are supposed to unveil new cars, so you can see it next. It says on the website to enter information to find out more on February 4th. This would be right before the auto show opens. A lame way to get everyone's email to send on information about new cars, I think.