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.