Chevy Crosses Border on Sunday

LOS ANGELES Chevrolet’s 60-second brand spot breaking during the Super Bowl broadcast in Canada will feature various models changing appearance as they traverse urban and country settings to driving rock music and voiceover narrative.

“Natural Selection,” from Interpublic Group’s MacLaren McCann in Toronto, starts with a red Corvette crossing a bridge at sunset. As it enters the city, the camera moves around the car as the skin peels off to reveal a black sedan underneath. That vehicle then splits into two separate models. A patch of fog converts one model into an SUV. As the environment becomes a country road, a shadow crossing the hood causes it to morph into another SUV. A mud splash provides the transition to a pickup truck in a rocky desert. The spot maintains the illusion of a single shot throughout.

“We haven’t stopped moving since we built the very first Chevrolet in 1911,” says the voiceover. “In fact, there is very little roadway or terrain that we haven’t covered. Driven by the conviction that there are always better ways to get where we want to go, and convinced that there is nothing on earth that can stop us.”

The concluding narration: “Ever changing, and always the same. More than transportation. An idea. An icon.” The end title states: “Different Chevrolets. Same DNA.”

Chris Harrison (art) and Paul Ruta (copy) were the group creative directors. Mark Glaser of Sway in Los Angeles directed the spot, with music by The Tenderbox (“Mister Sister”) through Groove Addicts.