Our work with Chevrolet.
Redefining the relevance of pickup trucks for a new generation of drivers.
Insight.
Electric pickup trucks have become extremely popular, with everything from Tesla’s Cybertruck to the all-new Rivian brand to more familiar brands like Ford. With the newcomers enjoying “bright-shiny” status among Wall Street, Chevy needed to be big and bold.
We knew what our stage was. More Americans aged 18-34 said they planned to watch the 2022 Super Bowl vs. ever before. This presented a prime opportunity to reach a vast, diverse audience of younger consumers.
So we went in search of the perfect way to amplify Chevy’s authentic appeal with a sense of surging relevance among young people. And we found it: pickup trucks (hotter than ever and now in EV) and “The Sopranos” (at a time when “every young person in America is watching ‘The Sopranos’”* to satisfy their Covid-fueled need for entertainment at home).
“The Sopranos” fit was ideal. After all, in the original opening sequence of “The Sopranos,” Tony Soprano drove a 1999 Chevy Suburban. In our remake, his daughter Meadow drives the new All-Electric Chevy Silverado, i.e., a next-generation Soprano, in a next-generation Chevy. While other advertisers would tease their spots, we believed that to be truly authentic, we should capitalize on the visceral experience of watching this spot in the moment.
*Source: New York Times Magazine
The Spot.
Vice President
Chevrolet Marketing
Steve Majoros
“This spot is about taking a nontraditional approach for a nontraditional electric truck.
The Chevy Silverado EV redefines our best-selling nameplate, while the spot envisions what the next generation of ‘The Sopranos’ might look like today. The spot cements the Silverado EV’s position within American culture.”
