Commonwealth/McCann Detroit is launching a new campaign for Chevrolet called “The New Us” featuring eight new spots that will run during the 2014 Sochi Olympic Games.
At the heart of the new campaign is the 60 second brand anthem “#TheNew Us,” which will debut tonight during the Opening Ceremonies. The spot “blends real-life events, news clips, and social media to show that even though the world is constantly changing, the things that matter most remain the same.” Most notably, the spot shows a gay wedding ceremony over the narration, “Like the old love, the new love starts with a kiss,” in a well-timed show of support for gay rights (Take that, Putin).
“Perhaps more than any other event, the Winter Games represents the global values that unite us,” explained Tim Mahoney, chief marketing officer, Global Chevrolet and Global GM Marketing Operations. “In this context, we saw an opportunity to extend the Find New Roads story by showing how Chevrolet is helping consumers try new things and break new ground.”
For the social media aspect of the campaign, Chevrolet is asking consumers, “What’s #TheNew to you?” (which is kind of awkwardly phrased, no?) and encouraging them to share their own stories.
The other television spots in the campaign highlight how new technologies in select Chevy models improve consumers’ lives. One of these spots, “The New Family” for the Chevy Traverse, contains a refreshing mix of unorthodox families (including multiple gay couples) with the positive message, “While what it means to be a family hasn’t changed, what a family looks like has.” It’s a genuinely nice message, and a great way to show solidarity with American LGBT athletes competing in the games. You can check out “The New Family” below, along with “The New World” for Chevy Cruze and campaign credits after the jump.
Credits:
“The New Us” OVERALL CAMPAIGN
Agency: Commonwealth//McCann, Detroit
Chief Creative Officer: 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
Global Director of Strategy: Conner Huber
SVP, Managing Director: Kate MacNevin
Opening Ceremony: “The New Us”
Agency: Commonwealth//McCann, Detroit
Chief Creative Officer: Andreas Dahlqvist
Chief Creative Officer- North America: Gary Pascoe
Creative Director/Copywriter: Duffy Patten
Creative Director/Art Director: Bob Guisgand
Copywriter: (script) Kathy Hepinstall
Copywriter (misc): Scott Wolf
Creative Operations Director: Miya Petrovic
Chief Production Officer: Brian Dilorenzo
Director of Content: Jeff Beverly
Producer: Gabrielle Gardner
Global Director of Strategy: Conner Huber
SVP, Managing Director: Kate MacNevin
Production Company: Elastic
Creative Director: Angus Wall
Editorial: Rock Paper Scissors
Editor: David Brodie
Audio Post: Lime
Audio Engineer: Rohan Young
Research Company: Nickerson Research
Executive Researcher: Susan Nickerson
Traverse: “The New Family”
Agency: Commonwealth//McCann, Detroit
Chief Creative Officer: Andreas Dahlqvist
Chief Creative Officer- North America: Gary Pascoe
Creative Director/Copywriter: Duffy Patten
Creative Director/Art Director: Bob Guisgand
Copywriter: Dina Pilnits
Art Director: Lisa Norton
Creative Operations Director: Miya Petrovic
Chief Production Officer: Brian Dilorenzo
Director of Content: Jeff Beverly
Senior Producer: Tricia Hoover
Producer: Adam Davis
Global Director of Strategy: Conner Huber
SVP, Managing Director: Kate MacNevin
Production Company: Epoch Films
Director: Mercadantes
Director of Photography: Daniel Mercadante
Line Producer: Colin Moran
Editorial: Spotwelders
Editor: Leo Scott
Audio Post: Eleven Sound
Engineer: Jeff Payne
Cruze: “The New World”
Agency: Commonwealth//McCann, Detroit
Chief Creative Officer: Andreas Dahlqvist
Chief Creative Officer- North America: Gary Pascoe
Creative Director/Copywriter: Duffy Patten
Creative Director/Art Director: Bob Guisgand
Sr. Art Director: Brian Mekjian
Sr. Copywriter: Ryan McCarthy
Creative Operations Director: Miya Petrovic
Chief Production Officer: Brian Dilorenzo
Director of Content: Jeff Beverly
Sr. Producer: Matt Flaker
Global Director of Strategy: Conner Huber
SVP, Managing Director: Kate MacNevin
Production Company: Biscuit Filmworks
Director: Aaron Stoller
Director of Photography: Chris Soos
Editorial: Arcade Edit
Editor: Geoff Hounsell
Audio Post: Eleven Sound
Engineer: Jeff Payne
Music: “The Wire” by Haim, “Good Vibrations” by Marky Mark & The Funky Bunch,
“Love You Love You” by By2, “A Life for the Tsar” by Mikhail Glinka, “Clouds” by Natalie,
“Nahin Tere Jeha Hor Disda” by Rishi Rich ft. Javed Bashir