Hasta La Creative!

Commonwealth McCann has debuted a new campaign for the Chevy Colorado entitled “You Know You Want a Truck.”

In the “Focus Groups” spot above, they polled groups including “guys with bears,” “single women,” “rich housewives,” children and the elderly. The results? Truck guys are 85% more handsome, 76% more resourceful and 100 percent more likely to have an awesome pet. Other spots include the creation of “Truck Guy” deodorant and a “Trucked Out” dating profile. Each spot presents itself in a documentary style (and claims to use “real people, not actors”) but also features a playful tone that shows the brand isn’t taking things too seriously.

“The films are centered around the idea that there is an inner truck guy in everyone,” said Paul Edwards, U.S. vice president, Chevrolet marketing. “The game-changing Chevrolet Colorado will enable people to unleash their inner truckness.” (more…)

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A new campaign from Commonwealth//McCann, Detroit for Chevrolet is allowing fans to be a part of Manchester United’s new shirt reveal.

Through a digital experience at www.chevroletfc.com “fans can be among the first to sign up and virtually wear the new shirt via their social channels.” A 60-second video stokes Manchester pride by following the history of the Manchester United shirt from the early 20th century to present day. Fans march down the street singing the “Glory, Glory, Man United” anthem. As each generation takes off their Manchester United shirt, a new group emerges, progressing in time to the modern day as the crowd makes their way to Old Trafford Stadium. Upon arrival they are joined by stars Wayne Rooney, Juan Mata, Robin van Persie and David De Gea wearing the new Chevrolet-branded jersey. Several Manchester United legends are also hidden in the crowd throughout the spot. “The History of the Manchester United Shirt” will run on both broadcast and digital channels. The effort marks the launch of Commonwealth//McCann, Detroit’s “What Do You #PlayFor?” campaign, celebrating Manchester United and soccer for Chevrolet. Stick around for credits after the jump. (more…)

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Commonwealth/McCann Detroit is launching a new campaign for Chevrolet called “The New Us” featuring eight new spots that will run during the 2014 Sochi Olympic Games.

At the heart of the new campaign is the 60 second brand anthem “#TheNew Us,” which will debut tonight during the Opening Ceremonies. The spot “blends real-life events, news clips, and social media to show that even though the world is constantly changing, the things that matter most remain the same.” Most notably, the spot shows a gay wedding ceremony over the narration, “Like the old love, the new love starts with a kiss,” in a well-timed show of support for gay rights (Take that, Putin).

“Perhaps more than any other event, the Winter Games represents the global values that unite us,” explained Tim Mahoney, ?chief marketing officer, Global Chevrolet and Global GM Marketing Operations. “In this context, we saw an opportunity to extend the Find New Roads story by showing how Chevrolet is helping consumers try new things and break new ground.”

For the social media aspect of the campaign, Chevrolet is asking consumers, “What’s #TheNew to you?” (which is kind of awkwardly phrased, no?) and encouraging them to share their own stories.

The other television spots in the campaign highlight how new technologies in select Chevy models improve consumers’ lives. One of these spots, “The New Family” for the Chevy Traverse, contains a refreshing mix of unorthodox families (including multiple gay couples) with the positive message, “While what it means to be a family hasn’t changed, what a family looks like has.” It’s a genuinely nice message, and a great way to show solidarity with American LGBT athletes competing in the games. You can check out “The New Family” below, along with “The New World” for Chevy Cruze and campaign credits after the jump.
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Changing one of the most iconic products in the world could backfire. We’ve seen Coca-Cola add new flavors and alter their signature bottle contour before: New Coke fizzled out quietly after a decade, and Coca-Cola Blak didn’t even last two years. Now, McCann Milan is making the slightest of changes to Coke cans in Italy, redesigning the mouth, so when someone opens a new Coke, it looks as if the can is smiling back at them. McCann is calling this product the “Happy Can.”

The adjustment is so subtle, folks may not even realize anything has changed at all. The campaign is meant to cheer up Italians after a year of controversial press focusing on Silvio Berlusconi, a new Pope, and a troubled economy. Will the Happy Can make any difference? Probably not, since the can has yet to go into production. At the moment, it is only being hyped for promotional purposes, popping up on billboards in major Italian cities while the Coca-Cola brand goes over the legality of a widespread tweak to their traditional design. If McCann’s can modification could actually remedy Italy’s 36% youth unemployment rate, then people may be more inclined to buy a smiling pop-top. But for now, it’s just a very minor gesture in a country with some very major problems. Credits after the jump.

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