Chevrolet will leverage the world’s most viewed sporting event to reinvent its approach in connecting with Hispanic consumers across the United States. The new work emanates from the global brand platform of “Find New Roads” and is the first from newly-signed agency Casanova Pendrill.
Six new TV spots air during Univision’s soccer programming of the globe’s most prestigious soccer tournament. The first ad, “The New Us”, speaks to the touchstones of family and culture that unite people, and are particularly important to Hispanics.
“Connecting with Hispanic consumers in a meaningful way is an imperative at Chevrolet,” said Paul Edwards, U.S. vice president, Chevrolet marketing. “Global football, is deeply rooted with Hispanics and Chevrolet, and is the perfect environment to launch our new approach.”
Chevrolet’s global football efforts range from being the founding sponsor of One World Futbol Project, which has brought play to deserving children in places like Mexico, Brazil and Argentina, to a recent donation of a pop-up football pitch, and 2014 Silverado to Beyond the Ball to help foster play in areas associated with gang culture in Chicago. Chevrolet is also an Official Partner of U.S. Soccer and Manchester United.
The five additional spots highlight technologies in Chevrolet models like 4G LTE WiFi, the capabilities of the Silverado and Equinox as well as the brand’s “What Do You #PlayFor?” global soccer campaign. The spots airing on Univision were developed by Chevrolet with Casanova Pendril.
A new spot by filmmaker Andrew Ellmaker of the United States, will also make its debut during the tournament. The spot was one of 5 finalists for the Chevrolet and MOFILM film program announced in March 2014. The 30-second film features the 2014 Chevrolet Equinox.
The film demonstrates how the passion for the game runs from generation to generation, in this case from father to daughter. It will run in contextually relevant matches by Argentina and Brazil.
For the duration of the tournament, Chevrolet will have a major advertising on air presence on Univision, UniMas as well as Univision.com and UnivisionDeportes.com.
Founded in 1911 in Detroit, Chevrolet is now one of the world’s largest car brands, doing business in more than 140 countries and selling more than 4.9 million cars and trucks a year. Chevrolet provides customers with fuel-efficient vehicles that feature spirited performance, expressive design, and high quality.