Commonwealth McCann, Chevy Know You Want a Truck

By Erik Oster 

Commonwealth McCann has debuted a new campaign for the Chevy Colorado entitled “You Know You Want a Truck.”

In the “Focus Groups” spot above, they polled groups including “guys with bears,” “single women,” “rich housewives,” children and the elderly. The results? Truck guys are 85% more handsome, 76% more resourceful and 100 percent more likely to have an awesome pet. Other spots include the creation of “Truck Guy” deodorant and a “Trucked Out” dating profile. Each spot presents itself in a documentary style (and claims to use “real people, not actors”) but also features a playful tone that shows the brand isn’t taking things too seriously.

“The films are centered around the idea that there is an inner truck guy in everyone,” said Paul Edwards, U.S. vice president, Chevrolet marketing. “The game-changing Chevrolet Colorado will enable people to unleash their inner truckness.”



Chief Creative Officer – Global: Andreas Dahlqvist

Chief Creative Officer- North America: Gary Pascoe

Creative Director/Copywriter: Duffy Patten, Gary Pascoe

Creative Director/Art Director: Bob Guisgand, Andreas Dahlqvist

Executive Producer: Kelly Balagna

Senior Producer: Kim Slowik

Chief Production Officer: Brian DiLorenzo

EVP, Global Content Director: Jeff Beverly

Global Director of Strategy: Conner Huber

Strategist: Sean Taylor

Managing Director, North America: Sharon Wacker

Account Service Team: Derek Chappo, Bill Freed 

Global Director of Operations: Kate MacNevin

Account Director: Derek Chappo

Senior Business Manager:  Julie Peterhans

Production Company: MAKE

Director: Zach Merck

Executive Producer: Dana Locatell

Line Producer: Tim Mack

Editorial: The Station

Editor: Brian Budak

Editor: Conor Kelley

Executive Producer: Hugh Broder

Sr. Producer: Adrienne Ng

Finish: The Station

Audio Post: The Lodge

Engineer: Jeff Hinton