"The Latest Celeb to Get a Star on The Hollywood Walk of Fame is...The Chevy Suburban."
- NBC News
With its 85th anniversary approaching and a redesigned model on the horizon, we needed a way to generate meaningful buzz around the Chevrolet Suburban while showcasing its rich history. Known for its versatility on the road — from acting as a first responder and leading presidential motorcades to supporting military and law enforcement — the Suburban has also played a major role on-screen. Our research uncovered that the Suburban had been working in Hollywood for 67 years, appearing in more than 1,750 films and TV shows. In many ways, the longest-running nameplate had also become Hollywood’s longest-working actor.
We petitioned the Hollywood Chamber of Commerce, making the case that if the Suburban were a person, it would have earned its own Award of Excellence star. They agreed, making it the first-ever inanimate object to receive this honor. Working closely with the Chamber, we organized a formal ceremony featuring an honorary spokesperson who has spent nearly two decades building and supplying vehicles for film productions. Combined with a robust earned media strategy, the effort generated exceptional results — more than 25 times the typical media coverage for Award of Excellence ceremonies.
Highlights:
Awards:
We petitioned the Hollywood Chamber of Commerce, making the case that if the Suburban were a person, it would have earned its own Award of Excellence star. They agreed, making it the first-ever inanimate object to receive this honor. Working closely with the Chamber, we organized a formal ceremony featuring an honorary spokesperson who has spent nearly two decades building and supplying vehicles for film productions. Combined with a robust earned media strategy, the effort generated exceptional results — more than 25 times the typical media coverage for Award of Excellence ceremonies.
Highlights:
- First-ever inanimate object to receive a star
- 25x the amount of coverage typically generated from these ceremonies
- 238 earned stories reaching 2.3B unique media viewers
- 19.5M social media impressions
- 99% positive sentiment
Awards:
- 06/2021: The D Show (Adcraft Detroit) – Winner/Black: Best of Public Relations
- 03/2020: N.A. SABRE Awards (PRovoke Media) – Finalist: Consumer Goods / Automotive
Case Study Video
| Campaign Overview |
Media Release Video
85th Anniversary Video
Infographic
Credits:
- Katie Adams, EVP – Weber Shandwick
- Steve Janisse, EVP – Weber Shandwick
- Scott Davis, EVP – Weber Shandwick
- Jae Siercks, Director – Weber Shandwick
- Kristen Ackerman, Senior Associate – Weber Shandwick
- Erica Tackett, Manager – Weber Shandwick
- Benjie Klein, VP – Weber Shandwick
- Natalie Hamlin, Senior Manager – Weber Shandwick
- Carly Pearline, Manager – Weber Shandwick
- Zach Stevens, Senior Associate – Weber Shandwick
- Jordan Massanari, Senior Associate – Weber Shandwick
- Mitch Paul, Senior Associate – Weber Shandwick
- Rosenda Somoza, Senior Associate – Axis Agency
- Mariel Enochs, Senior Associate – Axis Agency
- Kyle Pavia, Associate – Weber Shandwick
- Charline Delkhah, Junior Associate – Weber Shandwick
- Natalie Balladarsch, Junior Associate – Weber Shandwick
- Cathy Wagner, Senior Project Manager – Weber Shandwick
- Iain Lanivich, Executive Creative Director – Weber Shandwick
- Tony Kause, Group Creative Director – Weber Shandwick
- Chris Coole, Senior Producer – Weber Shandwick
- Kelsey Webster, Senior Copywriter – Weber Shandwick
- Tom Kiefer, Senior Art Director – Weber Shandwick
- Julian Jacobs, Co-Department Head – UTA Marketing
- David Anderson, Co-Department Head – UTA Marketing
- Sarah Early, Executive – UTA Marketing
- Clair Phillips, Executive – UTA Marketing
- Mischa Smolkin, Coordinator – UTA Marketing
- Jamie Allender – Director of Photography – Pure Cinema
- Ryan Knight – Producer/Camera Operator – Pure Cinema
- Luke McCain – Producer/Camera Operator – Pure Cinema
- Dave Corbett – Creative Director – Pluto
- Christine Sheridan – Director of Operations/Head of Production – Pluto
- Santi Nguyen – Creative Editorial – Pluto
- Adam Perzanowski – Motion Graphics – Pluto
- Brandon Benson – Sound Design – Pluto
- Grant Castleberry – Sound Design – Pluto
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