Chevrolet: advert-body-1 by Commonwealth//McCann
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Chevrolet is positioning its new SUV, the 2018 Traverse, as the ultimate family vehicle with a new campaign by Commonwealth//McCann that literally brings families together.
The ad, ‘Reunion,’ takes the ‘real people, not actors’ concept to a new, emotionally resonant level by surprising people not only with the Traverse itself, but with their own family members. The spot begins with individuals expressing how impressed they are with the stylish exterior of the Traverse. The twist is that when the people open up the doors to the vehicle, they find that the real surprise is waiting inside the roomy interior: their long-distance family members, comfortably waiting in the spacious confines of the SUV.
Commonwealth//McCann and Chevy are positioning the Traverse as the perfect combination of style and substance. It’s the “family car” for those moms and dads who haven’t given up on panache or status, but who still count on space, safety and, yes, practicality. And it comfortably fits the entire family, even those family members they might not have seen in a while.
Credits
Chevrolet – Traverse “Reunion”
Chief Creative Officer, North America: Gary Pascoe
Executive Creative Director: Duffy Patten
Executive Creative Director: Bob Guisgand
Creative Director: Gary Wise
Associate Creative Director: Scott Lenfestey
Executive Producers: Kelly Balagna and Paul Renusch
Sr Producer: Adam VanDyke
Account Director: Derek Chappo
Account Supervisor: Greg Young
Project Manager: Ken Ashburn
Senior Business Manager: Julie Peterhans
Director/Supply&Demand: Zach Merck
Executive Producer & Founder/Supply&Demand: Tim Case
Editor/Spotwelders: Erin Nordstrom
Managing Partner/Spotwelders: David Glean
Executive Producer/Spotwelders: Carolina Padilla
Producer/Spotwelders: Jessica Davis
Assistant Editor/Spotwelders: Juan Carlos Nunez