The launch of the new Chevy Silverado in 2014 was huge. Following the widely successful "A man and his truck" brand campaign, we set our sights on the Super Bowl. This spot "Romance" was one of two spots we produced. We set out to "make the world laugh, then cry." This obviously was the funny one. We teased the spot 2 days prior to the Super Bowl with a homepage takeover on YouTube. It was a hit - voted "The most successful automotive spot for affinity on the 2014 Super Bowl." Because of its success, it also landed us on the Cannes Shortlist in 2014.

 

We launched a few :10 teasers the Thursday before Super Bowl Sunday. See all three below.

The idea was to make them as blind as possible; using the inherent funniness of cows to get people clicking.

It was a huge success. On the day of the takeover, it generated over 4.1 million views of the spot.

The commercial had a profound impact. See what they were saying below.

Credits

Leo Burnett Detroit

Chevrolet

 

Awards

2014 Cannes Lions / Short List - Craft

 

Team Members

Chief Creative Officer: Steve Chavez

Art Directors: Stephen Kerry, Dave Ayriss

Copywriters: Matt Perry, Ron Saltmarsh

Executive Producer: Brian Dooley

Production Company: Furlined

Director: Speck & Gordon

Director of Photography: Lasse Frank

VFX/SPX: MPC Los Angeles

Editorial: Spotwelders

Editor: Haines Hall

Sound Mixing: Eleven Sound

Sound Design: Elias