Chevrolet celebrates the New

Chevrolet is running “The New Us”, an advertising campaign celebrating new love, new adventures and new experiences. Launched during the Winter Olympic Games, the campaign features a wide variety of families, including gay, lesbian, mixed race, single-parent and adoptive families, along with the Chevrolet range of the Chevy Traverse, Cruze, Impala, Equinox, Volt and Malibu. The commercials and online videos were filmed in San Francisco by directing duo The Mercadantes, with real families found to give the ads an authentic look and feel. Chevrolet is now inviting fans to submit their versions of #TheNew through Twitter, Facebook and Instagram, using the hashtag #TheNew.

Chevrolet What's #TheNew To You?

The New Us – Traverse

The New World – Cruze

The New Sanctuary Impala

The New Connected – Equinox

The New Efficient – Cruze Diesel

The New Freedom – Volt

The New Mobile Device – Malibu

The New Determination – Jumping Rope

The New Paperwork – Getting Creative

The New Social Climbing


The #TheNew campaign was developed at Commonwealth by chief creative officers Linus Karlsson, Gary Pascoe and Andreas Dahlqvist, creative directors Robert Guisgand, Duffy Patton, Kathy Speck, Rich Weinert, agency producer Tricia Hoover and director of creative operations Miya Petrovic.

Filming was shot by directors Daniel Mercadante and Katina Hubbard from The Mercadantes via Epoch Films with executive producer Melissa Culligan and producer Colin Moran.