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Ad of the Day: Chevrolet drums up TikTok demand with a musical steering wheel

Chevrolet has made a loud arrival on TikTok, courtesy of drummer Carlinhos Brown and a musical steering wheel.

Commonwealth/McCann created the special piece of navigation gear and launched a musical challenge on TikTok with Dentsu’s Isobar to bring visibility to the automaker among a young audience and reinforce its presence on social media.

So this ad, featuring the charismatic drummer, wants to get viewers to see what beats they can batter out on their steering wheel. The wheel was created by BizSys, with coordination, technical project and scope of WMcCann’s technology area.

Hermann Mahnke, marketing executive director of GM South America, said: “The territory of music and technology is part of Chevrolet and we combined both to debut on this social network that is a sensation in Brazil.”

Anyone can try to defeat the drummer on the #BatuqueChallenge. Creators from the TikTok G3A influencers agency including Thalita Meneghim, Giulia Be, Supla, Paloma Souza, Pkllipe, Bia Napolitano, Rodrigo Rossi and Fael Gomes are taking charge of Chevrolet’s profile for six days to get some momentum behind the drive.

It will also run on Instagram Reels.

Vote for it below in The Drum’s Creative works.

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