You’re almost certainly aware that General Motors is currently suffering through a scandal created by its lack of tech savvy. Yet, even as the terrible PR is somehow increasing sales numbers for the automaker, a new spot created by Commonwealth/McCann indicates that Chevrolet wants customers to know that it’s moving on. In fact, we might say that the brand has begun “a new journey.”
This spot is ostensibly all about the 4G Wi-Fi available in new models, but in a larger sense it’s about how Chevrolet is moving forward on all cylinders and bringing its customers along for the ride.
The July 4th debut was no accident, either: as Chevy’s VP of Marketing puts it, “What better time than the Fourth of July to celebrate the new independence that Chevrolet provides”…via working Wi-Fi.
In order to reinforce this point, the team at Commonwealth/McCann Detroit adroitly make the sort of “that was then, this is now” juxtapositions that one sees in many campaigns for products with tech components.
Credits after the jump.
“A New Journey”
Agency: Commonwealth//McCann, Detroit
Chief Creative Officer – Global: Andreas Dahlqvist
Chief Creative Officer- North America: Gary Pascoe
Creative Director/Copywriter: Duffy Patten
Creative Director/Art Director: Bob Guisgand
Chief Production Officer: Brian Dilorenzo
Director of Content: Jeff Beverly
Senior Producer: Chris Ott
Business Manager: Julie Peterhans
Global Director of Strategy: Conner Huber
Strategy Director: Tracy Aronoff
Executive Director of Global Ops: Kate MacNevin
SVP, Managing Director: Sharon Wacker
Account Director: Jacqueline Redmond
Account Supervisor: Eugene Furman
Assistant Account Executive: Ken Hansen
Product Insights Director: Eric Singer
Product Insights: Ian McGuire
Business Affairs: Jeanette Foy
Production Company: Anonymous Content
Director: Malcolm Venville
Executive Producer: Eric Stern
Line Producer: Scott Kaplan
Director of Photography: Paul Cameron
Editorial: Arcade
Editor: Christjan Jordan
Executive Producer: Nicole Visram
Visual Effects: The Mill Los Angeles
Music: Asche & Spencer