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Commonwealth/McCann Launches ‘The New Us’ Olympic Campaign for Chevy

Commonwealth/McCann Detroit is launching a new campaign for Chevrolet called “The New Us” featuring eight new spots that will run during the 2014 Sochi Olympic Games.

At the heart of the new campaign is the 60 second brand anthem “#TheNew Us,” which will debut tonight during the Opening Ceremonies. The spot “blends real-life events, news clips, and social media to show that even though the world is constantly changing, the things that matter most remain the same.” Most notably, the spot shows a gay wedding ceremony over the narration, “Like the old love, the new love starts with a kiss,” in a well-timed show of support for gay rights (Take that, Putin).

“Perhaps more than any other event, the Winter Games represents the global values that unite us,” explained Tim Mahoney, ‎chief marketing officer, Global Chevrolet and Global GM Marketing Operations. “In this context, we saw an opportunity to extend the Find New Roads story by showing how Chevrolet is helping consumers try new things and break new ground.”

For the social media aspect of the campaign, Chevrolet is asking consumers, “What’s #TheNew to you?” (which is kind of awkwardly phrased, no?) and encouraging them to share their own stories.

The other television spots in the campaign highlight how new technologies in select Chevy models improve consumers’ lives. One of these spots, “The New Family” for the Chevy Traverse, contains a refreshing mix of unorthodox families (including multiple gay couples) with the positive message, “While what it means to be a family hasn’t changed, what a family looks like has.” It’s a genuinely nice message, and a great way to show solidarity with American LGBT athletes competing in the games. You can check out “The New Family” below, along with “The New World” for Chevy Cruze and campaign credits after the jump.

Credits:

“The New Us” OVERALL CAMPAIGN

Agency: Commonwealth//McCann, Detroit

Chief Creative Officer: Andreas Dahlqvist

Chief Creative Officer- North America: Gary Pascoe

Creative Director/Copywriter: Duffy Patten

Creative Director/Art Director: Bob Guisgand

Chief Production Officer: Brian Dilorenzo

Global Director of Strategy: Conner Huber

SVP, Managing Director: Kate MacNevin

 

Opening Ceremony: “The New Us”

Agency: Commonwealth//McCann, Detroit

Chief Creative Officer: Andreas Dahlqvist

Chief Creative Officer- North America: Gary Pascoe

Creative Director/Copywriter: Duffy Patten

Creative Director/Art Director: Bob Guisgand

Copywriter: (script) Kathy Hepinstall

Copywriter (misc): Scott Wolf

Creative Operations Director: Miya Petrovic

Chief Production Officer: Brian Dilorenzo

Director of Content: Jeff Beverly

Producer: Gabrielle Gardner

Global Director of Strategy: Conner Huber

SVP, Managing Director: Kate MacNevin

Production Company: Elastic

Creative Director: Angus Wall

Editorial: Rock Paper Scissors

Editor: David Brodie

Audio Post: Lime

Audio Engineer: Rohan Young

Research Company: Nickerson Research

Executive Researcher: Susan Nickerson

 

Traverse: “The New Family”

Agency: Commonwealth//McCann, Detroit

Chief Creative Officer: Andreas Dahlqvist

Chief Creative Officer- North America: Gary Pascoe

Creative Director/Copywriter: Duffy Patten

Creative Director/Art Director: Bob Guisgand

Copywriter: Dina Pilnits

Art Director: Lisa Norton

Creative Operations Director: Miya Petrovic

Chief Production Officer: Brian Dilorenzo

Director of Content: Jeff Beverly

Senior Producer: Tricia Hoover

Producer: Adam Davis

Global Director of Strategy: Conner Huber

SVP, Managing Director: Kate MacNevin

Production Company: Epoch Films

Director: Mercadantes

Director of Photography: Daniel Mercadante

Line Producer: Colin Moran

Editorial: Spotwelders

Editor: Leo Scott

Audio Post: Eleven Sound

Engineer: Jeff Payne

 

Cruze: “The New World”

Agency: Commonwealth//McCann, Detroit

Chief Creative Officer: Andreas Dahlqvist

Chief Creative Officer- North America: Gary Pascoe

Creative Director/Copywriter: Duffy Patten

Creative Director/Art Director: Bob Guisgand

Sr. Art Director: Brian Mekjian

Sr. Copywriter: Ryan McCarthy

Creative Operations Director: Miya Petrovic

Chief Production Officer: Brian Dilorenzo

Director of Content: Jeff Beverly

Sr. Producer: Matt Flaker

Global Director of Strategy: Conner Huber

SVP, Managing Director: Kate MacNevin

Production Company: Biscuit Filmworks

Director: Aaron Stoller

Director of Photography: Chris Soos

Editorial: Arcade Edit

Editor: Geoff Hounsell

Audio Post: Eleven Sound

Engineer: Jeff Payne

Music: “The Wire” by Haim, “Good Vibrations” by Marky Mark & The Funky Bunch,

“Love You Love You” by By2, “A Life for the Tsar” by Mikhail Glinka, “Clouds” by Natalie,

“Nahin Tere Jeha Hor Disda” by Rishi Rich ft. Javed Bashir

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