"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 set to be revealed, we needed to find a way to create buzz around the Chevrolet Suburban while highlighting its rich history. While Suburban has long been known for its versatility on the road — from acting as a first responder and leading a presidential motorcade to supporting military and law enforcement, it has also played a big role on-screen. Through research, we found the Suburban has been acting in Hollywood for the last 67 years, appearing in over 1,750 films and TV shows. In many ways, making the longest-running nameplate Hollywood’s longest-working actor. We petitioned the Hollywood Chamber of Commerce and made a case that if the Suburban were a person, it would have been awarded its own Award of Excellence star. They agreed, making it the first-ever inanimate object to receive a star. Working with the Chamber of Commerce, we organized a formal ceremony complete with an honorary spokesperson who’s been building and supplying vehicles for movies for almost 20 years. This, in addition to a robust earned media strategy, led to a successful outcome with over 25 times the amount of coverage typically generated from Award of Excellence ceremonies. See press release.
Highlights:
Awards:
Highlights:
- First-ever inanimate object to receive a star
- 25x the aount 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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