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.
Original 70's Ad
Original 80's Ad
Original 50's Ad