2012 Winners & Shortlists

Results and Effectiveness

The Silverado campaign significantly raised awareness levels with footfall in Chevrolet showrooms increasing dramatically. Silverado registered 19% sales above forecast, and total growth was 73% versus the same period last year.

Creative Execution

IDEA To showcase the Silverado’s all-terrain capabilities, a spot was developed that was also agile in nature. A creative use of media allowed the same TVC to be played as is…and flipped completely upside down. One side of the commercial displayed a city cruise while the other focused on an off-roading beach adventure. Even though the edit was the exact same, turning the spot on its head created a completely fresh impression of the commercial.

Insights, Strategy and the Idea

BACKGROUND The 2012 Silverado is a force to be reckoned with. A powerful 5.3L engine and 355 HP of brute force helps it command any landscape. In the region however, the Silverado is used less as a workhorse and more as a masculine lifestyle statement. The objective was to showcase the Silverado as the ultimate full-size pick up truck, whether on the road…or off.