Hasta La Creative!

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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Well, this was the tip that we received verbatim yesterday afternoon that pretty much nailed it: “gary pascoe – ECD at Team Detroit.. or was. he’s gone. Left on his own. Leading up some other DET shop.” And yes, the McCann camp has announced that Pascoe is indeed leading another Detroit shop, namely its Chevy-focused, IPG-owned unit Commonwealth. Pascoe is joining as agency as chief creative officer, North America. Most recently, the creative exec spent three-and-a-half years as ECD at JWT/Team Detroit, serving as ECD on not only various Ford accounts, but others including Sports Authority and Etch-a-Sketch.

In a statement, Linus Karlsson, chief creative officer for global brands at Commonwealth overseer McCann Worldgroup, says, “Gary is an incredible talent who is going to bring the kind of creative passion and leadership that will help define Commonwealth moving forward and build on the momentum we have seen over the last few months. He is behind some of the best work in the category and we are incredibly happy to have him join the team and help us tell the Chevrolet brand story in exciting new ways.”

While we reported about cuts last week at Commonwealth, our sources mentioned that the agency was also hiring aplenty and Pascoe is actually just one of several additions to the creative team. Along with the new CCO, the agency has also brought on Bob Guisgand, Duffy Patten and Erika Kayuk as creative directors. Prior to joining Commonwealth, Guisgand and Patten served as CD/art director and CD/copywriter, respectively, at Fallon while Kayuk, who will focus on Chevy.com, arrives from Organic.

As for Pascoe, the newly minted CCO also spent several years as a senior creative at the likes of BBDO Detroit/NYC as well as TBWA\Chiat\Day L.A., the latter of which he worked on past and present clients including Nissan, PlayStation and Taco Bell.

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This Chevy Volt ad, titled "Silent Anthem," is an extended version of the Volt footage we saw in the "Find New Roads" launch spot in February. Visually, it's interesting, although it's as much an ad for wind farms and iPads and robot dogs as it is for the Volt. The deer/dog moment at the end is pretty barfy, too, but at least this campaign reaches for something beyond the norm. The Volt bookended the launch spot, which made it feel like the focus of it. But the other vehicles in it have been getting their own individual :60s as well. Check out three of those after the jump.