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Publicis has debuted its first work for Chevrolet’s Malibu, Equinox and Traverse models since winning that car assignment from General Motors in December.
Gone is spokesman and Fox NFL analyst Howie Long, as well as “The American revolution” tagline used in previous work created by Chevy’s longtime lead agency, Interpublic’s Campbell-Ewald. Instead, 30-second TV spots, via Publicis in Dallas and Seattle, display a human touch. The ads tie the relaunched car models to the people who use them.
In one ad dubbed “Breadcrumbs,” a balloon tied to an Equinox invites a couple of children to look in the glove box, which sets off a scavenger hunt in the car.
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