How do you introduce the most game-changing off-road pickup Chevy has ever built? You hack a football game watched by 26 million people. During the NFL season opener on NBC, we partnered with the network’s own sideline reporter, Michele Tafoya, to “host” a segment featuring the All-New Silverado ZR2 on a series of adventures with well-known Chevy truck owners.
Using authentic NBC-style graphics and sportscast-style editing, our ZR2 commercial was nearly indistinguishable from the broadcast itself. From boating with NASCAR champion Chase Elliott to performing on stage with platinum-selling artist BRELAND, from ranching with Chris Pratt to off-roading with champion driver Chad Hall, we showcased how the Silverado ZR2’s capability fits a wide range of lifestyles and passions. The result made one thing clear: whether you’re on the road or off, the first-ever Silverado ZR2 is the playmaker everyone wants on their team.
In addition to its primetime debut, the fully integrated campaign extended across Chevy channels, talent platforms, earned media, and internal communications—making the Silverado ZR2 Relay a true cross-channel launch moment.
Using authentic NBC-style graphics and sportscast-style editing, our ZR2 commercial was nearly indistinguishable from the broadcast itself. From boating with NASCAR champion Chase Elliott to performing on stage with platinum-selling artist BRELAND, from ranching with Chris Pratt to off-roading with champion driver Chad Hall, we showcased how the Silverado ZR2’s capability fits a wide range of lifestyles and passions. The result made one thing clear: whether you’re on the road or off, the first-ever Silverado ZR2 is the playmaker everyone wants on their team.
In addition to its primetime debut, the fully integrated campaign extended across Chevy channels, talent platforms, earned media, and internal communications—making the Silverado ZR2 Relay a true cross-channel launch moment.
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
Safety Technology with Chris Pratt
Design with BRELAND
Towing with Chase Elliott
Off-Road Performance with Chad Hall
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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