Inside Chevy’s Bustling, Magical ‘Find New Roads’ Launch Spot

Commonwealth's Linus Karlsson on creating five ads in one

IDEA: Four directors. Five vignettes. One brand new global positioning. A lot went into Commonwealth's 90-second launch spot for Chevrolet's "Find New Roads" campaign. And the finished film is a curious piece indeed—a blend of styles, moods, songs and textures, with magical elements sprinkled throughout that embody the freewheeling inspiration for which the General Motors brand wants to be known. "It's clearly a new Chevrolet," said Linus Karlsson, co-chief creative officer of Commonwealth. "In the heart of that is the American ingenuity and imagination that has always existed inside Chevrolet."

@nudd Tim Nudd is a former creative editor of Adweek.