Chevrolet, McCann launch ad campaign
Exploring the best of creative imaginations to bring to life a groundbreaking approach to car advertising, Auto company Chevrolet China and ad agency McCann Shanghai have collaborated to release a brand video for the Chevrolet “Black Bowtie” logo.
Themed “Born Powerful”, the campaign readily communicates a message of strength, value, and resilience which is expected to strike a chord with young Chinese people’s pursuit of individuality, as well as to strengthen their recognition of Chevrolet, even as the brand essence of the Black Bowtie resonate and carve a place in their lives.
The campaign features a three-minute film directed by filmmaker Fu Binbin and shot in the style of a sci-fi blockbuster. Each scenario depicts fundamentally “black” substances and how the color black is assimilated into people’s everyday lives and aesthetic consciousness.
Executive creative director of McCann Shanghai’s Chevrolet team, Yaho Yeh said: “We looked at all the things that the colour black stands for, all the history and mythology. From coal fires to black iron forged into tools by early settlers, to the oil that is the lifeblood of the industrial age, and to today’s era of science and technology, black is considered by many to be the most advanced and the purest aesthetic of human beings. Through different imagery, the goal was to convey that black itself is a symbol of innate power. This is encapsulated in the essence of the Chevrolet brand: Born Powerful”.
Chevrolet has also built a series of Black Bowtie pop-up stores, in order to provide a more tangible brand experience. The team found a black carbon nanotechnology paint that absorbs more than 99.8% of the visible light that hits its surface, creating the ultimate black finish.
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