Brand forms a partnership with Bia Haddad, Kfera Buchmann and Gil do Vigor to debut repositioning.
A Chevrolet, which is about to celebrate 100 years in Brazil, debuted its new communication positioning. Replacing the established ten years ago Find New Roads, the stretcher bears the new slogan Together in Direction (Together Lets Drive), which has been in force in the United States since October 2023.
The new campaign, which was launched during the Fantstico commercial break, broadcast by Rede Globo, signed by Commonwealth//WMcCann, a division of WMcCann for Chevrolet, and features a new film with a soundtrack created in partnership with Tropkillaz, a duo formed by DJs and producers Zegon and Laudz, owners of the hits Vai Malandra and Bola Rebola. Furthermore, the campaign features narration by Marcos Mion to present the product and service offerings offered by the brand.
This new chapter in Chevrolet’s legacy represents a dynamic response to ongoing transformations in the automotive industry and changes in consumer profiles. We worked on several researches globally to build the new signature that presents how the brand is committed to fulfilling its vision of being a pioneer in innovations that move and connect people to what matters, says Chris Rego, executive director of Marketing at GM of America southern.
This revamp of Chevrolet is the result of research carried out with consumers in important markets for the car brand, such as the United States, Canada, China, South America, Mexico and the Middle East. The objective is to align with new social trends.
Revamping and repositioning the Chevrolet brand, which will soon turn 100 years old, was a great opportunity for the team, both in Brazil and globally. Our objective was to make her even more human, more alive, younger, making her communication more tangible, more people and more real life. This construction was based on a global alignment that brought even more creativity and spontaneity to such an emblematic brand, explains Eduardo Cabral, general director of the General Motors center at Commonwealth//WMcCann.
Meet the new Chevrolet squad
Gil do Vigor brings intelligence, good humor and authenticity to the new Chevrolet squad (Photo: Disclosure/Chevrolet)
In addition to the commercial, Chevrolet, in order to get closer to the public, is expanding its team of sponsored influencers. Currently, the formerBBB Gil do Vigor, and tennis player Bia Haddad joined the team that already includes the influencer Kfera Buchmann. According to Executive Director of Marketing for GM in South America, Chris Rego, the partnership with Gil embodies what the brand is building, balancing intelligence, sense of humor and authenticity.
“I am extremely happy with this partnership and being able to represent Chevrolet, a brand that I have always loved and admired. It’s going to be a beautiful partnership and I want to see Brazilians using a lot of new Chevrolets in 2024”, says Gil do Vigor.
While Gil and Kfera direct their efforts to publicize the promotion Compete for a Chevrolet Car, which is raffling off daily prizes and offering a new Chevrolet Tracker RS in the final draw, The world tennis number 11 is focused on creating content addressing her routine, connecting her with the automaker’s vehicles, such as the Equinox and the Bolt EUV, the brand’s first 100% electric SUV.
I am very happy to be alongside a brand as renowned and solidified in Brazil and around the world as Chevrolet. This partnership will certainly give me more confidence and security to travel the roads of life, just as has been done with millions of Brazilians throughout these almost 100 years of history here, comments Bia Haddad.
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