Marcos Calandrelli
Casanova//McCANN, in its most recent work for Chevrolet, highlights the qualities of the Chevy Silverado with the spot La Pickup Que No Se Rinde, which is part of the Shattering Perceptions campaign. “Nothing is more real and emotional than the way real people react when they’re having the Chevy Silverado experience. The commercial that shows how true that is was shot in the middle of the desert and the reactions were from real owners of the pickup trucks. They were people who knew what they were talking about” the agency’s Creative Director Marcos Calandrelli said. “Real people, not actors” is the campaign’s constant meme. “The idea is to put Chevy products to the test with real people, and to discover their reactions in terms of the brand’s incredible evolution over the last few years.” The structure of the campaign is the same as for the general market, Calandrelli said, but what the agency wanted to explore were insights exclusively related to the Hispanic market. “Hispanic owners of the pickups are not the same – they don’t have the same needs as truckers in the American market.” Even with the challenges and lessons learned from working with such a solid client as Chevrolet, the creative said that Chevy is an example of discipline in communications. “A campaign that started with a focus group and never deviated one inch from its findings became a constant creative challenge with very clear rules…but where the sky was the limit. A series of spots going from bears to Lego Batman and now to the Mojave Desert proves that nowadays the goal of the Chevy brand is to endlessly search for and find new creative roads to ride.”
