Tonight, the heart and soul of the Chevy brand debuts its newest anthem at the Country Music Awards Show, issuing a call to the modern truck driver and the communities they build.
Developed in partnership with its creative agency of record, Anomaly, the Chevy Trucks anthem is rooted in shared values of dependability, ambition, integrity, and community, the work invites audiences to see themselves reflected in the Chevy spirit.
The :60 anthem is designed to telegraph who Chevy trucks are for at a values-level, all while dimensionalizing how Chevy trucks enable them to show up for their communities, loved ones and themselves, no matter what’s thrown in their way.
The films feature modern Chevy drivers and their Trucks in authentic and aspirational scenes of work, play, adventure, and connection, which spotlight the many ways their Chevy trucks enable them to show up for their communities, loved ones and themselves.
Showing all of the different identities that the modern truck driver can include, the spot highlights a group portraying off-duty active service military, a mother picking up her kids from school, a Texas-native barrel racer, and even a neighborhood community coming together to help after a storm.
The film is set to narration that describes the values of the Chevy Truck driver, closing with an open invitation and sign-off that “maybe, you got it too”. The campaign goes live nationally in broadcast alongside the CMA awards and social channels.
“This anthem sets the tone for Chevy Truck work for the year ahead,” said Franke Rodriguez, Partner and CEO at Anomaly New York. “It’s an official invitation to all modern truck drivers who share the Chevy spirit…people who live by the philosophy of: ‘do it, do it right, and do it right now.’”
“This spot is a recognition of all our doers out there – the people who show up, put in the work, and keep their communities moving. That’s what Chevrolet has always stood for, and we’re proud to celebrate them.” Steve Majoros, CMO at Chevrolet.
