THE OFFICIAL SUV OF ACTION
Brand | CHEVROLET |
Product/Service | CHEVROLET TAHOE |
Entrant | COMMONWEALTH//McCANN Dubai, UNITED ARAB EMIRATES |
Category | Cinematography |
Idea Creation
|
COMMONWEALTH//McCANN Dubai, UNITED ARAB EMIRATES
|
Media Placement
|
CARAT Dubai, UNITED ARAB EMIRATES
|
Production
|
RSA FILMS London, UNITED KINGDOM
|
Production 2
|
EPIC FILMS Dubai, UNITED ARAB EMIRATES
|
Write a short summary of what happens in the film
If you think back to any film you’ve seen that features a CIA or FBI vehicle, a Presidential motorcade or a blacked out SUV in a car chase… it’s probably a Chevrolet Tahoe.
Tahoe has the unique claim of having starred in over 1,500 Hollywood films, and we wanted to bring this heritage to life through its launch film.
The look and feel, shot selection, supers, music, narrator-like voiceover and even the director himself are all carefully chosen to evoke Hollywood.
Threading concurrently with this Hollywood concept is the revelation that the All-New Tahoe now offers epic off-road capability for the first time ever.
Hollywood heritage + thrilling off-road performance = ‘The Official SUV of Action’.
This film is a rallying cry to the off-roader community. Introducing ‘The Official SUV of Action’ to the region and bringing it to life with Hollywood style and epic off-road adventure.
Cultural / Context information for the jury
Off-road ability is hugely important to SUV drivers in the region and requires a very capable vehicle. Before now, Tahoe was seen as a family car, not an exciting off-roader.
To change this, we filmed Tahoe at Iftar Bowl – a dune famous among the GCC’s off-road community for its monstrous size and difficulty. Off-roaders travel from miles around to tackle it, and many fail.
Drivers here also call each other nicknames based on their off-road technique and capability. Some of these names feature in the film – “The Beast”, “The Brave”, “The Legend”, “The Maestro” – as Tahoe performs recognizable off-road maneuvers.
The exciting racing drone shots have never been used before in advertising in the region, and immerse the viewer into the heart of the thrilling off-road Tahoe action.
These are all deliberate choices designed to give Tahoe off-road credibility and cement it into the discerning off-road community.
Tell the jury anything relevant about the cinematography.
The cinematography achieves two things:
1) EVOKE THE CINEMATIC STYLE OF HOLLYWOOD
Featuring in 1,500+ films, we wanted to bring Tahoe’s movie heritage to life.
Partnering with Hollywood director Jake Scott, we combined epic cinematic wide shots, iconic convoy shots and thrilling racing drone shots to express Tahoe’s action hero personality.
Quick cuts between different angles, mounts, vehicles and camera types further add to the action movie energy.
2) STAY TRUE TO THE OFF-ROAD COMMUNITY
While evoking Hollywood, we wanted to remain authentic to the off-road community.
Filming at the iconic Iftar Bowl posed shooting challenges with its massive size, grueling 45°C (113°F) desert heat and constantly changing landscape and lighting – but it added credibility.
We ensured the cars got dirty, the interior shots were shaky and the action shots were gritty so that it felt real, and not like conventional car porn.
Credits
Andrej Arsenijevic |
Commonwealth McCann |
Executive Creative Director |
Tamer Elsawy |
Commonwealth McCann // Dubai |
Associate Creative Director |
Habiba Allam |
Commonwealth McCann |
Copywriter |
Paul Bond |
Commonwealth McCann |
Copywriter |
Abdul Kader Asfari |
Commonwealth McCann // Dubai |
Arabic Copywriter |
Mihailo Rsumovic |
Commonwealth McCann // Dubai |
Creative Technologist |
Mayar Essawy |
Commonwealth McCann |
Art Director |
Matt Canzano |
Commonwealth McCann // Detroit |
Global CCO |
Conan Gregory |
Commonwealth McCann // Dubai |
Regional Account Director |
Vladimir Karmelic |
Commonwealth McCann // Dubai |
Digital Director |
Carson D'Silva |
Commonwealth McCann |
Content Maker |
Sami Kabbarah |
Commonwealth McCann |
Senior Social Media Manager |
Millie Roberts |
Weber Shandwick |
Senior Manager – Client Experience |
John Hassan |
Commonwealth McCann // Dubai |
Head of production |
Jesse Armstrong |
Commonwealth McCann |
Business Director |
Saad Naamani |
Commonwealth McCann |
Head of Digital and Social |
Ali Marashi |
Commonwealth McCann |
Regional Planning Director |
Salam Beirakdar |
Commonwealth McCann |
Head of Social |
Diana Ceausu |
Commonwealth McCann |
SVP, Global Head of Strategy and Research |
Nick Allen |
Commonwealth McCann |
Creative |
Brad Mamo |
Commonwealth McCann |
Creative |
Jake Scott |
RSA Films |
Director |
Karl Nilsson |
RSA Films |
DOP |
Garfield Kempton |
RSA Films |
Executive Producer |
Robbie McAree |
Epic Films |
Producer |
Stefan Sonnenfeld |
Company 3 |
Color Artist |
David Zavadescu |
Cold Cuts |
Editor |
Mango Jam |
Mango Jam |
Music |
Jeff Beverly |
Commonwealth McCann |
EVP, Global Director of Content |
Kelly MacDonald |
General Motors |
CMO |
Daniella D’Souza |
General Motors |
Head of Advertising |
Farah Amhaz |
General Motors |
Head of Advertising |
Laura Jabbour |
General Motors |
Brand Manager |
David Minkin |
Commonwealth McCann |
General Manager |
Ayman Hussain |
Commonwealth McCann |
Editor |
Alex Jena |
Carat |
Business Director |
Alex deSmet |
Carat |
`Digital Media Director |
Bassem Hoss |
Carat |
Digital Media Manager |
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