"Forget A to B. In a Silverado, you'll get from A to Z, wherever that may be."
General Motors Specialty Vehicles (GMSV) has re-configured its popular Silverado range launching the first Chevrolet Silverado ZR2 in a new campaign created by MBCS.
Cementing GMSV’s 'Live Big. Truck it' brand positioning for Silverado, the campaign highlights off-road capabilities and design features set to revolutionise the way 4x4 adventure enthusiasts take on challenging terrains and explore the great outdoors.
Luke Simkins, MBCS group creative director, said GMSV has never shied away from being bold and brave.
"We needed a campaign that was as tough and as big as the ZR2 claims to be," Simkins said.
“By showing two ZR2s playing in off-grid terrain all to themselves, we amplified the wonder and individuality of the ZR2, we wanted to communicate that with the new capability the great outdoors became where the Silverado not only belongs but ‘Where the Silverado Plays’. As GMSV says ‘forget A to B. In a Silverado, you'll get from A to Z, wherever that may be'."
MBCS partnered with production house Finch to introduce the ZR2 to the ANZ market in a playful and immersive way through a 30-sec hero film 'Where the Silverado Plays' with a 15 sec and two 6 sec features.
Jodie Lennon, GMSV general manager marketing and communications, said Aussies and New Zealanders live for adventure and love nothing more than driving off-road in a vehicle as tough as the terrain itself.
"The ZR2 responds directly to consumer demands and is the first Silverado in the market with new off-road technology (DSSV and terrain mode), as well as a newly designed interior for an enhanced driver experience," Lennon said
“We are thrilled to introduce the Silverado ZR2, a vehicle that combines cutting-edge technology with the spirit of adventure. We believe it will empower off-road explorers and adventurers to venture off the beaten track with confidence and we can’t wait to see consumer response to both the ZR2 and the new campaign.”
MBCS’ remit encompassed all strategy and creative with campaign elements covering OLV, Display, Social, OOH, partnerships, print and web.
Credits
Creative Agency: MBCS
Managing Director – Olivia Warren
Group Creative Director – Luke Simkins
General Manager – Marshall Campbell
Head of Growth and Creative Services – Trent Peppercorn
Head of Creative Strategy – Toby Maclachlan
Creative Director – Shanan Goldring
Senior Producer – Livia Canto
Account Manager: Kylie Searle
Art Director: Plinio Nitzsche
Production Company: Finch
Director: Chris Nelius
Producer: Caroline David
DOP: Tim Tregoning
FINCH EP/MD: Corey Esse
Offline: Lucas Vasquez – Atticus
Post: White Chocolate
Music & Sound: MassiveMusic
Composer: Haydn Walker
Producer: Luci Roe
Stills: Damien Bredberg
Retouch: Limehouse
Client: GM Marketing and Communication - GMSV: Jodie Lennon
