"Chevrolet Wins TikTok With "My Truck" Music Video"
- Autoevolution
Most truck advertising looks the same — cue the farm scene, a flannel-wearing guy, and some lumber being tossed into a truck bed. To break through to a younger audience and highlight the lifestyle that comes with driving a Silverado, we partnered with viral TikTok artist BRELAND to create a series of music videos built around a reimagined version of his platinum hit “My Truck.”
Working closely with BRELAND, we ensured each video showcased a different Silverado model and the unique ways it could elevate your life. The campaign didn’t just outperform TikTok’s benchmarks — it blew past them — and quickly drew attention from major entertainment outlets, becoming one of the most buzzworthy Chevy campaigns in recent years.
Highlights:
Awards:
Working closely with BRELAND, we ensured each video showcased a different Silverado model and the unique ways it could elevate your life. The campaign didn’t just outperform TikTok’s benchmarks — it blew past them — and quickly drew attention from major entertainment outlets, becoming one of the most buzzworthy Chevy campaigns in recent years.
Highlights:
- 112M+ video views (69M first-day impressions)
- 36% higher average watch time than TikTok’s benchmark
- 35,000 user-generated TikTok videos
- 15% engagement rate
- 178,000 followers gained on TikTok
- 4x above the Kantar norm for ad recall
- 2x above the Kantar norm for brand favorability
Awards:
- 06/2022: The D Show (Adcraft Detroit) – Winner/Black: Best of Digital
- 06/2022: The D Show (Adcraft Detroit) – Finalist/Silver: Best of Branded Entertainment
- 06/2022: The D Show (Adcraft Detroit) – Finalist/Silver: Best of Creative Use of Media
- 05/2022: Shorty Awards – Finalist: Industry / Auto
- 02/2022: N.A. SABRE Awards (PRovoke Media) – Finalist: Industry Sector / Automotive
Case Study Video
| Campaign Overview |
TikTok Launch Video
@chevrolet Time to pickup and get down with #Silverado and @breland. #MyTruck ♬ My Chevy Truck - BRELAND
Trim-Specific Videos
Silverado Trail Boss (off-road)
Silverado Midnight Edition (nightlife)
Silverado Custom (performance)
Q&A w/ BRELAND for Media Release
Behind-the-Scenes Photography
Credits:
- Creative Leadership: Iain Lanivich
- Group Creative Director: Tony Kause
- Sr. Art Director: Ashley Ruen
- Sr. Copywriter: Kelsey Webster
- Sr. Producers: Tom Shea & Nate Kostegian
- Workhorse: Nikki Mikolon
- Production: Revolution Pictures
- Executive Producer: Randy Brewer
- Director: Sean Davé
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