Chevrolet: Taking You Where You Want To Be
This campaign focuses the on the role a Chevrolet plays in helping people realise their dreams and desires – from homespun garage-based pastimes to success, fame and glory – taking them where they want to be.
American Suburbia – blue skies, sprinkler systems, big garages, quiet leafy streets – the serene playing field where plans are made and dreams are forged.
Super 8/DV film – aged and more ‘personal’ footage
Music: Little Red Corvette – Prince
The main aim would be to position the Chevrolet brand as a true slice of America. The America that continues to be optimistic, visionary and altruistic in the face of adversity
We see a series of scenarios that indicate the role of a garage in family life, and how a Chevrolet helps them take their passions to the wide world.
Aspiration – Garage band singer aspires to own a Corvette. We see him rehearsing with his band as a Corvette drives by. We see it as a close up – a reflection in his shades. Later we see him pulling up to a gig in his own Corvette, being hounded by fans.
History – Woman finds an old photo when clearing out her garage. She later drives to her elderly father’s house in her Captiva. They’re then seen looking at the picture and drawing a family tree together.
Romance – Boy and girl kissing in a car and hiding from their parents. Later we see them driving off in their Cruze, tins cans and a ‘Just Married’ sign attached as they leave for their honeymoon years later.
Discovery – A teenage girl conducting a science experiment in her garage, fills the room with smoke – much to the disdain of her parents, who arrive home at her ‘Eureka’ Moment. The girl is later seen as an adult at the launch of the Chevrolet Volt – its all-new electric car – as the boffin behind its creation.
Copy to accompany TVC:
A garage isn’t just where your car lives…It’s a place where dreams are realised…
Where plans are made… It’s your friend…A confidante…
A Chevrolet is one of the family. It’s what takes your dreams from the garage to the wider world.
Chevrolet. Taking you where you want to be.