Chevrolet celebrates 100 years with new campaign

Chevrolet is hoping that its American heritage will appeal to European drivers as it launches a brand campaign to celebrate its centenary and introduce five new cars.

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The “Make it Happen” campaign focuses on the Chevy brand’s American values and its “spirit of optimism and opportunity”.

Chevrolet’s full range of cars, including small compact cars, hatchbacks and SUVs, will feature in the campaign.

The activity will run from August to October.

It was developed by Chevrolet’s UK and Paris agency G2 / Herezie. Media in the UK was handled by Carat.

The US car marque has launched a separate TV campaign in Europe, directed by Bernd Wondolleck.

Mark Terry, UK managing director, says: “Chevrolet – Make It Happen embraces the element of ’empowerment’ and ’can-do spirit’ people already connect with U.S. culture: encouraging us all to grab any opportunity that presents itself for us to make the most of every day. The new TV spots and print ads show viewers how important it is not to miss important opportunities in their lives: ’no more missed opportunities’.”

For an in-depth look at Chevrolet, read Marketing Week’s feature on how the car marque is using its American brand heritage to drive its strategy in Europe.

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