MBCS has teamed up with MIK Studio and director Jolyon Watkins to create an ad that makes the Chevy Silverado feel uniquely Australian.
The spot addressed common queries about the car, the adaptability of its range, and urban myths relating to the application of larger vehicles in busy city streets, putting them to the test in real-world scenarios.
“We set out to craft a campaign that taps directly into the excitement surrounding the 1500 series, drawing inspiration from authentic conversations happening across social media. By harnessing the real buzz from passionate voices, we aimed to amplify their enthusiasm and make it the heart of our story,” says Shanan Goldring, creative director at MBCS.
The TVC can be found here.
“Since GMSV’s inception and the remanufacturing of the USA Silverado for ANZ, we have endeavoured to carve out our own path in the market and hit different to make a difference. Our strategy was to uniquely own the large pickup truck segment, with our tagline ‘Live Big. Truck It,’ a rallying cry among our drivers that signals their hunger for adventure and capability to tackle the harshest that ANZ has to offer,” says Trent Peppercorn, head of Melbourne at MBCS.
MIK also collaborated with XM2 GROUP, leveraging their drone capabilities to deliver trick shots, including a drone taking off from one truck and landing on another — a first for the Australian market.
“Jolyon is a force of nature who has an admirable fanaticism for his work. He’s an inspiration to watch, and once he’s in the zone, there’s no stopping him. Pairing Jolyon with our incredible Senior Producer, Alan Robinson, meant we had an unstoppable force that navigated extreme weather in deep off-road locations to create a truly beautiful spot,” says Ty Linegar, executive producer of MIK Studio.
He continues: “It’s been a pleasure overseeing the growth of MIK’s content division over the past couple of years, and I’m incredibly proud to see our team deliver such a bold spot that truly makes these American trucks feel uniquely Aussie/Kiwi. We look forward to continuing to create beautiful work with the awesome team at MBCS.”
Credits:
Creative Agency: MBCS
Managing Director – Olivia Warren
General Manager – Marshall Campbell
Creative Director – Shanan Goldring
Creative – Jacob Abi-Arrage
Head of Melbourne – Trent Peppercorn
Head of Strategy – Toby Maclachlan
Senior Account Manager – Kylie Searle
Senior Designer – Plinio Nitzsche
Designer – Dylan Watt
Client: General Motors Specialty Vehicles – ANZ
Marketing Director – Heath Walker
GM Marketing and Communication – Jodie Lennon
Digital Marketing Manager – Cameron Farrant
Product Marketing Manager – Gervee Sarmiento
Marketing Specialist – GMSV: Emily Asta
Production Partner – MIK Studio
Director – Jolyon Watkins
Executive Producer – Ty Linegar
Senior Producer – Alan Robinson
Producer – Lauren Cooper
Production Manager – Juliet Smith
Cinematographer – Richard Kendall
Sound Design – Nick Loane
Online – Cassie Thompson
Offline edit – Mr Fox