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Chevy invites real families to impromptu reunion in new Traverse SUV

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.

With a new spot showcasing the all-new 2018 Chevrolet Traverse, the agency asks: Why give up style for practicality when you can have it all in the perfect package?

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 – a fairly typical ploy by Chevy, which has done this with other models. 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.

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