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.
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.