"Flipping the Script on an Overproduced Category."

Automotive advertising was stuck in a spec-driven loop. We killed the convention. By replacing actors with unscripted human reactions, we didn't just build trust—we architected a repeatable content system that dominated the airwaves for over six years.

Directed the transition from a 'one-off campaign' to a scalable asset engine that fueled every touchpoint from broadcast to social.

The Result: 38 straight months of YOY gains and an Effie Gold for Brand Renaissance. This wasn't just a campaign; it was a total capture of the market conversation.

Impact

Turned “real reactions” into a defining brand voice and one of Chevy’s most recognizable campaigns.

Significantly improved brand perception and trust

Delivered sustained sales and consideration lift over multiple years

Established a new creative benchmark for authenticity in the category

• 38 straight months of year-over-year sales gains.
• Car sales up 32%
• Truck sales up 24%
• Opinion up 16 points
• Consideration up 12 points

Honors and Awards

• One Show / Creative Effectiveness / 2020
• Effie / Bronze / Brand Renaissance / 2019
• Effie / Finalist / Brand Renaissance / 2018
• Effie / Bronze / Automotive / 2017
• Effie / Finalist / Automotive / 2016

Director: Zach Merck