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Pride in owning a Chevrolet: this is what GM is betting on to win over Quebeckers in a new campaign from Cossette.
Two 30-second commercials running in English feature the tag line: “Chevrolet and proud of it” (“Chevrolet et fier de L’Etre,” in French.)
Antoine Bécotte and Patrick Brodeur were creative directors on the campaign, which also includes online elements.
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“The idea was to create a campaign that speaks to people from here by using images of Quebec, its resources and artisans, and featuring humorous situations that would make Quebeckers smile,” said Richard Villeneuve, Cossette copywriter, in a press release. “The campaign’s slogan… allows us to share our pride in our products as well as pride in the way they are made. This is one of the explanations behind the choice of [Quebecker] Ricardo Trogi as director and also why we used the song “To the wire” by the new Quebec band Le Trouble in the first two commercials.”
The commercial for the Equinox was filmed in Old Québec city and the one for the Silverado in the stunning Charlevoix region. Others will be launched in the coming months.
The slogan is also used in a series of print ads showcasing various features of the Cruze, Equinox and Silverado models. Last November, GM’s campaign focused on the new Cruze model with the tag line “Don’t just drive, Cruze” and a large integrated campaign.
