| Storyboard: |
| The
campaign which will run during the 2014 Sochi Olympic Games consistes of eight
spots. It focuses on "#TheNew Us". The advertisement showcases gay couples in
a well-timed show of support for gay rights. The campaign highlights how new technologies
in select Chevy models have improved consumers' lives. "The New Family" for the
Chevy Traverse, shows a mix of unorthodox families (including multiple gay couples)
with the positive message, "While what it means to be a family hasn't changed,
what a family looks like has." All the families featured in the Traverse spot
are "real family units." | | |
| Client: |
| General
Motors | | |
| Agency: |
| Commonwealth (Detroit,
US) | | |
| Product Category: |
| Automobile |
| | | Media
used: | | Television |
| | | Purpose
of the ad: | | To
extend the "Find New Roads" story by showing how Chevrolet is helping consumers
try new things and break new ground.. | |
