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

 

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.

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

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