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Creative

Chevrolet and Commonwealth // McCann Santiago Pay Tribute to Chile's National Dance with Trucks

With the Silverado model, McCann emulated the well-known “Cueca” traditional dance as part of National Day

Chevrolet and Commonwealth // McCann Santiago Pay Tribute to Chile's National Dance with Trucks

The National Holidays of Chile are one of the main dates of the year in the country. And to celebrate them on 18th and 19th Sept, and pay a particular tribute to their national dance, Chevrolet and Commonwealth // McCann Santiago created an audio visual piece starring Silverado trucks.

Thanks to the driving of the pilots Milenka Cvitanovic, Latin American champion of speed motorcycling 2017, and Rodrigo Pino, Precision Pilot for Running Shots, the brand recorded a “Cueca” starring by two iconic pick-ups. Piece that will be on the air these days while the local festival lasts and that will also serve as the basis for a series of tutorials on how to perform the choreography well.

Macarena Bravo, General Motors marketing manager, stated that: “Chevrolet has such a close and historical relationship with Chile, that we felt that we should bet on doing something different, original, that reinforces our bond with people and also reminds them that we are here to continue finding new roads together”.

José Solari, chief creative officer of McCann Santiago, who developed this assignment together with Commonwealth, stressed that “our permanent objective is for brands to be meaningful, what a better way to “take” the national dance? This idea required a lot of production work, I think the execution also reflects all the power of the product, we are very happy with the result”.

The tribute will be on the air on the main television channels of the country and broadcast on digital platforms, including Spotify, highlighting the paya (Chilean folk verse).


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Advertiser: Chevrolet

Agency: Commonwealth / McCann Santiago

Country: Chile

VP: Samuel Estrada

CCO: José Ignacio Solari, Alejandro Bermúdez

Creative Director: César Aburto, Rolando Tessini

Copywriter: Gabriel Lara, Eduardo Chamorro

Art Director: Leandro "Jason" Dessoy, Milivoy Yutronic

Account Director: Cristián Dittborn

Producer: Primo

Director: Manu Miggone

Audio studio: Miranda and Tobar

Responsible for the client: Macarena Bravo

Category: Automotive , Trucks and Vans