Real people. Not actors.
This campaign is part experiential, part experimental. It's also ranged from long-form cinema to 30-second spots, and from pre-roll to social videos and more. So far, surprising real people with fun scenarios and impressive Chevy vehicles has increased sales steadily since the campaign began.
Guy Fieri teamed up with Chevy to make American dreams come true with the Apple Pie Hot Dog. It got people talking...often with their mouths full.
If you love to travel, you have your reasons. And any reason is reason enough. That simple notion is at the heart of our "Because Reasons" campaign. We leveraged seasonal planning and situational triggers to give well-calculated nudges to those considering a trip. We personified Dulles as that fun friend you want to travel and hang out with. Nostalgic travel poster-style illustrations from artist Pietari Posti romanced exotic destinations, and were paired with vintage-looking luggage tags. We encouraged all of DC – wherever they happened to be – to bust out their passports and go. And it has proven endlessly adaptable to different audiences and situations.
Ohio Liquor (OHLQ) controls distribution of high-proof liquor across Ohio. To celebrate the largest-ever shipment of Irish spirits to Ohio for St. Patrick’s Day, we brought some Irish wit into play and temporarily renamed OHLQ to O’HLQ for the month of March. This temporary brand transformation affected each and every place the brand showed up from the website to social to in-store and more.
The majority of the college sports world is all talk right now. The Mid-American Conference – the MAC – is not the majority. The MAC is different...because of something called MACtion. MACtion is a phenomenon that's hard to define and easy to get caught up in. It's about saying less and playing more. We tapped into the passion that is MACtion to bring the MACtion Speaks Louder campaign to life with original music. Original lyrics. Sound you can feel. So while the sports talk world drones on, we say, "Shhhh."
Time has stood the test of baseball. This ode to America's pastime celebrates Chevy's long-standing partnership with Major League Baseball.
The smaller the blocks, the better the detail. Nanoblock is the David to LEGO's Goliath in popularity. But they are 1/8th the size, which makes a huge difference when it comes to detail. This campaign made the Communication Arts Advertising Annual, won Best of Show at the D Show in Detroit and was runner-up in the USA Today $1,000,000 Print Challenge.
We didn't put the EV in Chevrolet, but we did find a way to highlight it. My partner and I were the CDs of EVs (electric vehicles) for Chevrolet and one of the coolest things we came up with is now used everywhere. We also oversaw some big broadcast work, from stylishly showcasing the upcoming Blazer EV to normalizing EVs in a fun way with the Bolt EUV.
It’s the Official Truck of Real People.
In a 24-hour long race, humans need fuel, too. The caffeinated kind. We engineered a supercharged blend called Corvette Coffee for Corvette Racing at the 24 Hours of Le Mans.
Corvette Racing won the IMSA Championship in the first-ever mid-engine Corvette race car. To commemorate this dominant debut, we drained the race-used oil from the championship cars and used it as the base for the ink to print limited-edition posters.
We gave fans a way to be there for Jimmie Johnson during his final NASCAR season, because retiring during a pandemic year meant he wouldn’t get the farewell tour he deserved from his fanbase. We put out the call for #JimmieTributes on Instagram and Twitter, then created micrography art from those heartfelt words. The art made its way onto a full-page USA Today ad, a billboard, a video, multiple social executions and a NASCAR.com takeover. All of this work will be displayed soon.
Aligning with the final season of the show Ted Lasso, I rebranded as Ted’s brother Dan who works in advertising and has the same knack for motivational Lasso-isms, but my aphorisms related to advertising rather than sports. How did it go? Well, I'm glad (I pretended) you asked. 45 posts over 3 months Adweek coverage 300% increase in profile views Brought optimism to the cynical ad world Demonstrated ability to adopt a brand voice
The pasta isn't real, but the original thinking behind it is. This self-promo social campaign on LinkedIn and Facebook introduced me as a new freelancer to the Austin ad community in an appropriately quirky way. And it worked, resulting in new connections and a long-term gig right away. AgencySpy even wrote a tasteful article about it.
Shake It Up, America! When a senior advisor to a presidential candidate slipped up, we were there to catch the attention with an intelligent response campaign. Feeding the media frenzy resulted in coverage by every major news outlet for our clients, as well as a Silver EFFIE.
Ad Venting put a new spin on advent calendars. We counted down to the holiday break by inviting the ad world to let off some steam by venting about advertising during the most magical (and stressful) time of the year. And they did not hold back.
We were asked to brand Chevy Sonic on a global level. This spot is running almost everywhere, including Canada, Puerto Rico, Mexico, Peru, Russia, Argentina, Thailand, Colombia, Chile, Korea and a few other countries. Hence the lack of dialogue. Because while youthfulness translates easily, language doesn't always.
It's a supercar with super fans. The first mid-engine Corvette Z06 has a 670 hp flat-plane crank engine. Its fans absolutely devour info like that. We gave the people what they wanted with an entertaining series of long-form videos that will lengthen any attention span.
On September 11, 2001, firefighter Craig Monahan rushed in his Chevy Silverado to Ground Zero on his day off. When he returned to his badly damaged truck at the end of that harrowing day, it started right up. Ladder Company 5’s fire engine was destroyed when the Towers fell, so Craig’s Silverado became the Ladder 5 fire truck in the weeks that followed.
Dale Earnhardt, Jr. will go down as the most beloved athlete to his sport. More than Jordan, Gretzky or anyone else. That's not up for debate. He's been loyal to Chevy his entire racing career and deserved a fitting sendoff for taking us along for the ride.
The strongest, most advanced Silverado ever was built to tow. This first-ever media placement in movie theaters ran just prior to the coming attractions on 14,878 screens in 2,346 theaters across the country.
Real people. Not actors. This campaign is part experiential, part experimental. It's also ranged from long-form cinema to 30-second spots, and from pre-roll to social videos and more. So far, surprising real people with fun scenarios and impressive Chevy vehicles has increased sales steadily since the campaign began.
My partner Dave Muller and I went to Dubai to work on a pitch for GMC Yukon in the Middle East. With the help of the talented team at FP7 McCann, we came up with the two directions that went to clients, one of which won the account. Classical Arabic Poetry is an art form practiced by many in the Middle East. Many poets actually write about their vehicles. We found that GMC Yukon devotees had written many odes to its power and luxury. This inspired us to use that truth, those words, as the basis for our campaign idea. Below you'll find the pitch video that won the account followed by what it evolved into when the FP7 McCann team produced the launch spot.
