US Creative Work of the Week: Chevrolet taps Donny & Marie theme to sell pickups

Chevy blends country and rock 'n' roll in Silverado ad

Americans sure do like their pickup trucks. Apparently, they like the Donny & Marie theme song as well. Those two elements came together to help Chevrolet grab the most votes from The Drum’s readers and be named the US Creative Work of the Week.

Chevrolet has brought back the lyrics of the theme song to the Donny & Marie show without the peppy music to promote the 2019 Silverado — the brand’s hard-working pickup truck. For the launch of the truck, Commonwealth//McCann and Chevrolet have created a campaign that gives a harder edge to the lyrics, in keeping with the attitude and toughness of the pickup.

At the center of the campaign are three videos designed to launch the Silverado in breakthrough ways. In ‘A Little Bit Country, A Little Bit Rock ‘n’ Roll,’ the lyrics of the iconic song serve as dialogue for individuals of all ages, backgrounds, professions, and cultures for whom the new Silverado is the truck of choice.

Another spot, ‘Tailgates,’ takes a journey through the decades as seen from the tailgate of the Silverado, from the early 1900s to the present day — where the Silverado tailgate can be closed with the click of a button. It’s a nostalgic look back on American life through what they carry in their trucks.

See the spots by clicking on the Creative Works box below. To keep up-to-date with all the advertising, design, and creative projects from around the globe, visit our Creative Works homepage.

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