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To promote their Centennial Truck Celebration, Chevrolet budgeted for a standard :30 broadcast spot.

 

Given this monumental occasion, I felt I could bring more than just a TV spot to Chevy.

 

At the conclusion of a meeting with our head Silverado client, I pitched the idea - recreating historic Chevy pickup truck ads, but with modern trucks and copy. He bought the idea on the spot and found budget for execution. 

 

The campaign ran on consecutive right-hand pages in tier one auto magazines. The project itself was an art director's dream, executed with help from incredible Detroit-based automotive illustrators, photographers and retouchers.

It was the only project to bring home a D&AD pencil for any Detroit agency that year.

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Original 70's Ad

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New Ad

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Original 80's Ad

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New Ad

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Original 50's Ad

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New Ad

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