Everyone talks a big game about innovation, but sometimes you just stick with what works.
Take Chevrolet, for example. For the second year in a row, the auto brand honored 11 kids “specially selected for their spirit of play” from around the world this past weekend, taking them to England to play a bit of footie with the heroes of Manchester United, or the world’s biggest football team.
How, exactly, did Chevy pick these kids? That’s less clear.
But the brand’s agency Commonwealth//McCann documented the journey, beginning with the moment these little mascots learn that they will fly from their homes to the United Kingdom.
What does any of this have to do with selling trucks? It’s called “brand equity.”
The campaign website has a bit more information as well as videos offering in-depth looks at the kids in question.
For example, Sonu is a soccer fanatic, an arborist and an art director in training.
Vicente, one of three Chevrolet Mascots from L.A., discusses his dreams of being a pro soccer player. We just hope he keeps those grades up.
The event itself went down on Saturday, but we don’t yet have anything in the way of footage, just local news mentions.
Were these kids able to turn their dreams into realities? Did they manage to score on the Manchester defense? We have no idea, but the possibilities were beautiful, weren’t they?
Credits
Agency: Commonwealth//McCann
Creative Chairman, Linus Karlsson
Global Executive Creative Director, Rick Dennis
Global Executive Creative Director, Tim Teegarden
Creative Director, Craig Feigen
Creative Director, Adam Glickman
Content Director, Jeff Beverly
Producer, Patrick Mack
Account Director, Dave Paxton
Executive Producer, Charles Salice/Supply and Demand
Director, David Holm/Supply and Demand
Director of Photography, Justin Henning/Supply and Demand
Editor, Carlos Lowenstein/Whitehouse Post
Audio Engineer, John Binder/Another Country