Ad of the Day: Chevrolet

On Nov. 3, General Motors' Chevrolet brand will reach a major milestone—its 100th birthday. What better way to celebrate than by taking a drive down memory lane? Chevy debuted its new 60-second "Then and Now" spot, from Goodby, Silverstein & Partners and Park Pictures director Lance Acord, on Wednesday night during Game 1 of the World Series—a logical placement, given the brand's long association with the sport and its deep-rooted sense of Americana. The spot is fairly simple. It opens with a soulful rendition of "America the Beautiful," which plays throughout, and attempts to connect today's viewer to the past through vintage photos of Chevrolet vehicles held up over modern-day footage of those very same locations. (As many have pointed out, it's a technique that's been celebrated on a website called Dear Photograph for some time now.) The ad concludes with a male voiceover: "For the first 100 years and for the generations to come, thanks for making us apart of your life." Then comes the brand logo and tagline, amended with a date: "Chevy runs deep. Since 1911." "Of all car brands, Chevrolet is the most eternal," said Jeff Goodby. "Chevy suggests our past, our present, and our future as individuals and families. Even if you've never owned one, you know the feeling." Of course, getting people to own one is the whole point of the campaign—no matter how soft the sell. The ad definitely hits a nerve and does make you feel a bit more American. Let's see if it moves Camaros. CREDITS: Client: Chevrolet Spot: "Then and Now" Agency: Goodby, Silverstein & Partners, San Francisco Creative Directors: Jeff Goodby, Jamie Barrett Executive Creative Director: Hunter Hindman Associate Creative Director: Stefan Copiz Copywriter: Tyler McKeller Producer: Conor Duignan Executive Producer: Hilary Coate Assistant Producer: Ryan Wilson Business Affairs Manager: Heidi Killeen Group Account Director: Todd Grantham Account Director: Steve Barry Account Manager: Alexis Contos Assistant Account Manager: Kevin Manley Operations Manager: Talya Fisher Original Concept: Tyler McKeller Client: Chevrolet Director of Advertising: Kevin Mayer Assistant Director of Advertising: Rich Martinek Assistant National Advertising Manager: Anthony Biondo Production Company: Park Pictures Director: Lance Acord Executive Producer: Mary Ann Marino Line Producer: Caroline Kousidonis Editorial Company: Final Cut Editor: Hal Honisberg Assistant Editor: Chris Amos Executive Producer: Saima Awan Editorial Producer: Suzy Ramirez Postproduction/VFX Company: A52 Lead Flame Artist: Stefan Gallot Executive Producer: Jennifer Sofio Hall VFX Producer: Heather Johann Sound Design/Mix: Lime Audio Engineer: Joel Waters

Brand Marketing

Ad of the Day: Chevrolet

The auto brand celebrates its 100th birthday by holding vintage photos over the same locations today

John Tejada

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John Tejada