"Chevrolet Wins TikTok With "My Truck" Music Video"
- Autoevolution
Most truck advertising looks the same (insert farm and flannel-wearing man throwing lumber into the bed of his truck). As a way to break through to a younger audience and showcase the life that’s possible when you drive a Silverado, we collaborated with viral TikTok artist, BRELAND, to create a series of music videos using a reimagined version of his platinum hit “My Truck.” Working with BRELAND, we made sure each music video highlighted a different Silverado model and how they each could enhance your life. The campaign blew past the platform’s benchmarks and also caught the attention of the hottest entertainment media, making it one of the most buzzworthy Chevy campaigns in recent history.
Highlights
Awards
Highlights
- 112 million video views (69 million 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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