How do you introduce the most game-changing off-road pickup Chevy has ever made? You hack a football game that 26 million people are watching. As part of the NFL season opener on NBC, we enlisted the help of the network’s actual sideline reporter, Michele Tafoya, to host a segment featuring the all-new Silverado ZR2 on adventures with a variety of well-known Chevy truck owners.
With the help of NBC-style graphics and sportscasting-editing, our ZR2 commercial was virtually indistinguishable from the broadcast itself. From boating with NASCAR champion Chase Elliott to performing on stage with platinum-selling music artist BRELAND, from ranching with actor Chris Pratt to off-roading with champion Chad Hall, we demonstrated how the capability of Silverado ZR2 fits a variety of lifestyles and interests. Proving that whether you're off road or on, the first-ever Silverado ZR2 is the playmaker everyone wants on their team. In addition to the primetime visibility, the fully integrated campaign played out across a variety of Chevy, talent, earned media and internal channels.
With the help of NBC-style graphics and sportscasting-editing, our ZR2 commercial was virtually indistinguishable from the broadcast itself. From boating with NASCAR champion Chase Elliott to performing on stage with platinum-selling music artist BRELAND, from ranching with actor Chris Pratt to off-roading with champion Chad Hall, we demonstrated how the capability of Silverado ZR2 fits a variety of lifestyles and interests. Proving that whether you're off road or on, the first-ever Silverado ZR2 is the playmaker everyone wants on their team. In addition to the primetime visibility, the fully integrated campaign played out across a variety of Chevy, talent, earned media and internal channels.
NFL Kickoff "Playmaker" Reveal Spot :60
Featuring Michele Tafoya, Chris Pratt, Chase Elliott, BRELAND and Chad Hall.
Behind the Scenes
Featuring Chris Pratt, Chase Elliott, BRELAND and Chad Hall.
Influencer Social Videos
Chris Pratt & The SIlverado ZR2 (Safety Technology)
BRELAND & The Silverado ZR2 (Design)
Chase Elliot & The Silverado ZR2 (Towing)
Chad Hall & The Silverado ZR2 (Off-Road Performance)
Post-Reveal Highlight Reel
Employee Engagement Video
Talent Photography
Product Photography
Credits
- Creative Leadership: Iain Lanivich
- Group Creative Director: Tony Kause
- Creative Director: Liz Newman
- ACD/Art Director: Ashley Ruen
- ACD/Copywriter: Kelsey Webster
- Sr. Copywriter: Nate Paulson
- Executive Producer: Chris Coole
- Production: Bowstring
- Director: Ben Orisich
- Photography: Victor Tate
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