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:

• 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

Silverado Trail Boss (off-road)

Silverado Midnight Edition (nightlife)

Silverado Custom (performance)

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

For more than a decade, the Pure Michigan campaign has been one of the most memorable and visually stunning tourism efforts in America. To build on that legacy — and promote the state in a way no other travel brand had attempted — we captured natural sounds from Michigan’s most iconic locations. We then partnered with Michigan musicians to transform those field recordings into a full-length ambient album, giving new audiences a virtual sunrise-to-sunset tour of the state.

The album launched on all major streaming platforms, driving listeners to our website and introducing them both to new travel experiences and the artists behind the music. Within a week of its release, Pure Sounds of Michigan reached No. 9 on Billboard’s New Age Album chart.

Awards:

• 04/2020: Detroit Music Awards: Outstanding Electronic/Dance Recording, "Pure Sounds of Michigan" Various Artists
• 03/2020: N.A. SABRE Awards (PRovoke Media) – Finalist: Digital & Social Media / Digital Campaign
• 02/2020: IN2SABRE Awards (PRovoke Media) – Finalist: Audio / Podcasts & Music
• 01/2020: HSMAI Adrian Awards – Platinum Winner: Public Relations Innovation
• 12/2019: The D Show (Adcraft Detroit) – Finalist/Silver: Audio
• 12/2019: The D Show (Adcraft Detroit) – Finalist/Silver: Integrated
• 12/2019: The D Show (Adcraft Detroit) – Finalist/Silver: Low-Budget Integrated
• 11/2019: Best of Social Media by WTM (World Travel Market) London – Winner: Awfully Entertaining Social Media (Awesome) Award
• 06/2019: Billboard – #9 New Age Album Chart

April 9, 2019 | "Childhood Memories" by John Beltran
April 23, 2019 | "Forest Trails" by Windy & Carl
May 9, 2019 | "The Rock" by Waajeed

#9 Billboard Top New Age Albums
May 30, 2019

Credits:

• Creative Leadership & Concept: Iain Lanivich
• Group Creative Director: Tony Kause
• ACD/Copywriter: Jaime Perry
• Producer: Bryan Fenster
• Production: Assemble Sound (led by Garret Koehler)
• Producer: Kaylan Waterman, Assemble Sound
• Marketing Director: Nicole Shackelford, Assemble Sound
• Executive Producer/Composer: Blair French
• Audio Engineer/Composer: Eddie Logix
• Composers: Dave Graw, Todd Modes, Windy Weber, Carl Hultgren, John Beltran, Erik "Nuntheless" Washington, Alexander Vlachos, Sterling Toles, Robert "Waajeed" O'Bryant
• Harpist: Ahya Simone
• Flautist: Rafael Statin
• Photographer/Videographer: Andrew Miller
• Vinyl Production: Archer Records
• PR Support: George Corona III, Terrorbird Media

Truck wars are usually all about claims and stats, but with the All-New Silverado, we wanted to show that this truck is for everyone. The television launch brought this to life using lyrics from the 1970s hit, Little Bit Country, Little Bit Rock ’N Roll. For social media, we recreated the song entirely using sounds from the truck and its environment, turning everyday truck activity into music. This complementary piece extended the broadcast campaign’s story in a unique, playful way, generating 12.4 million views in the first 24 hours.

As an extension of Alltel’s popular “Man Cave” campaign, the infamous “Sales Guys” returned with unexpected new alter egos — The Wireless Thugz — a tongue-in-cheek hip-hop persona they adopted to broadcast their over-the-top hatred for Alltel Wireless and its beloved spokesperson, Chad.

To bring this world to life, we launched an immersive MySpace experience where fans could dive deeper into the characters through bios, blogs, comments, and their breakout rap video, “Rollin’ in da Man Van.” Engagement skyrocketed with a fan contest inviting users to create and submit original songs using tracks from the Thugz’ fictional debut album, Droppin’ Lyrical Bombs on Alltel. The winning entry earned a $10,000 prize.

Serving as both a viral marketing engine and an online advertising hub, the MySpace profile funneled traffic to various Alltel properties and amplified campaign awareness. Shortly after launch, the music video surpassed 500,000 views, fueled national media attention, and sparked widespread online conversation.

“My Circle on Trial” was designed as a buzz and awareness generator for Alltel’s My Circle program, and also served as a strategic transition from the previous “Icons” campaign after a cease-and-desist order prevented further use of competitor look-alikes.

We partnered with GMD Studios to create a seven-week mock trial, pitting Alltel’s My Circle against The People Against My Circle Foundation (PAMCF) for allegedly allowing customers to add people to their Circle without consent. The campaign leveraged three websites, including MySpace, to showcase the story from the characters’ perspectives. Each site featured weekly blog updates, audio/video podcasts, courtroom testimonies, and leaked evidence. In the end, the online audience served as the jury, casting votes to decide the verdict. Campaign seeding occurred through non-branded ads on legal blogs and discussion boards, encouraging users to engage with PAMCF’s Class Action Lawsuit narrative.

Highlights:

• Coverage in the Wall Street Journal helped the campaign go viral, generating extensive media attention and online buzz across publications, blogs, and social channels
• Users spent an average of over 10 minutes per visit, engaging deeply with the content
• Websites continued to attract ~1,000 daily visitors four months post-campaign
• The campaign set the stage for Alltel’s Chad & the Sales Guys integrated branding, demonstrating early, effective use of social media for major brand storytelling