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.”
Credits:
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