Mother’s Chevy Arrives

New York shop launches Web series for GM brand

Mother has given birth to the new Chevy campaign.

Last week, Adweek reported the GM brand had awarded a digital project to the New York arm of the London-founded creative agency. Yesterday, Chevy launched "The Road We're On," an online map celebrating the lead up to its 100-year anniversary.

The site, billed as a paean to Chevrolet owners and dealers, is jam-packed with Americana: The centerpiece, the first episode of an online video series, focuses on Bridgeville, a Pennsylvania town that's home to an early Chevy dealership. (Scroll down to see the video.) It's a bright, pseudo-documentary piece, featuring impressionistic interviews with locals, and more than a couple shots of Chevy-owners standing stoically by their cars.

Additional videos will roll out weekly until the Nov. 3 centennial, when users will be invited to add their own stories to the map.

At the same time, Chevy introduced "The Ride of Your Life," another online piece, created by lead agency Goodby, Silverstein & Partners. "Ride" jumps on the Facebook integration bandwagon, aiming to create a "personalized video experience" for users by pulling location-based information from their profiles.

Mother's assignment to the Chevy brand fueled speculation about GM's dissatisfaction with Goodby, in the wake of marketing chief Joel Ewanick's public criticism of the San-Francisco-based agency's work. GM responded by describing Mother's role as a "one-off" and emphasizing that Goodby's lead role on the brand is not at risk.