Ad of the Day: Chevrolet Celebrates Its 100th Birthday With a Drive Down Memory Lane | Adweek Ad of the Day: Chevrolet Celebrates Its 100th Birthday With a Drive Down Memory Lane | Adweek
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Ad of the Day: Chevrolet

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

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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