2020/2021 Winners & Shortlists

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.