"A rallying cry among our drivers that signals their hunger for adventure and capability to tackle the harshest that ANZ has to offer.”
Integrated creative agency MBCS has teamed up with MIK Studio and director Jolyon Watkins to launch a new campaign for the Chevrolet Silverado 1500 fleet.
The spot addressed common queries about the fleet, the adaptability of its range, and urban myths relating to the application of larger vehicles in busy city streets, putting them to the test in real-world scenarios.
MBCS’ creative director Shanan Goldring said campaign aims to harness authentic social media conversations about the 1500 series to amplify genuine excitement.
“We set out to craft a campaign that taps directly into the excitement surrounding the 1500 series, drawing inspiration from authentic conversations happening across social media,” he said.
“By harnessing the real buzz from passionate voices, we aimed to amplify their enthusiasm and make it the heart of our story.”
MBCS’ head of Melbourne Trent Peppercorn said the brand GMSV aims to dominate the market with its new tagline which capturing drivers' adventurous spirit.
“Since GMSV’s inception and the remanufacturing of the USA Silverado for ANZ, we have endeavoured to carve out our own path in the market and hit different to make a difference,” he said.
“Our strategy was to uniquely own the large pickup truck segment, with our tagline 'Live Big. Truck It,' a rallying cry among our drivers that signals their hunger for adventure and capability to tackle the harshest that ANZ has to offer.”
MIK also collaborated with XM2 GROUP, leveraging their drone capabilities to deliver some trick shots, including a drone taking off from one truck and landing on another.
Watkins said dynamic tracking and a truly unique location will only get you so far.
“The cornerstone of our storytelling became our dynamic trick shots and eye-catching transitions, which really tapped into aerial specialists XM2’s innovative and 'can do' attitude,” he said.
The crew worked across various locations throughout Victoria, from Melbourne to the deep country, showcasing the versatility of the 1500 range.
MIK Studio executive producer Ty Linegar said Watkins is a force of nature who has an admirable fanaticism for his work.
“He’s an inspiration to watch, and once he’s in the zone, there’s no stopping him,” Linegar said.
“Pairing Jolyon with our incredible Senior Producer, Alan Robinson, meant we had an unstoppable force that navigated extreme weather in deep off-road locations to create a truly beautiful spot.”
The Chevrolet Silverado 1500 range has proved itself as a capable fit for the rugged landscapes since it was introduced to ANZ by GMSV in 2021.
“MBCS set the stage beautifully with simple, duelling narrative journeys that showcased the versatility of the two flagship trucks: the all-rounder LTZ Premium and the off-road ZR2,” Watkins said.
“The brief from here was simple: how can we make these iconic Chevrolet trucks stand out in a crowded ANZ utility segment?
“Big, bold, and badass, the Chevy Silverado 1500 range demands attention, so it was only fitting that our approach did the same.”
Credits
Creative Agency: MBCS
Managing Director - Olivia Warren
General Manager - Marshall Campbell
Creative Director - Shanan Goldring
Creative - Jacob Abi-Arrage
Head of Melbourne - Trent Peppercorn
Head of Strategy - Toby Maclachlan
Senior Account Manager - Kylie Searle
Senior Designer - Plinio Nitzsche
Designer - Dylan Watt
Client: General Motors Specialty Vehicles - ANZ
Marketing Director - Heath Walker
GM Marketing and Communication - Jodie Lennon
Digital Marketing Manager - Cameron Farrant
Product Marketing Manager - Gervee Sarmiento
Marketing Specialist - GMSV: Emily Asta
Production Partner - MIK Studio
Director - Jolyon Watkins
Executive Producer - Ty Linegar
Senior Producer - Alan Robinson
Producer - Lauren Cooper
Production Manager - Juliet Smith
Cinematographer - Richard Kendall
Sound Design - Nick Loane
Online - Cassie Thompson
Offline edit - Mr Fox
