Are 'Truck Guys' More Appealing Than Guys Who Drive Mere Cars?

In Promoting Its Colorado Trucks, Chevrolet Asks Some Tough Questions

Published On
Nov 03, 2014

Editor's Pick

Can driving a truck really make you more appealing? Chevrolet uses humor to float this amusing (but quite possibly true) idea in a series of wry documentary-style videos for its midsize Chevy Colorado truck. In the films, the company places Truck Guy brand deodorant in the aisle of a supermarket; holds focus groups on the appeal of "truck guys" (above); and tells the story of a guy who "trucks up" his dating profile. The films were created by Commonwealth McCann Detroit under Chief Creative Officer Andreas Dahlqvist (who has now moved to Grey).

Credits

Date
Nov 03, 2014
Brand:
Chevrolet Colorado
Client:
Chevrolet Colorado
Agency:
Commonwealth/McCann
Global Chief Creative Officer:
Andreas Dahlqvist
Chief Creative Officer:
Gary Pascoe
Creative Director/ Copywriter:
Duffy Patten
Creative Director/ Copywriter:
Gary Pascoe
Creative Director, Art Director:
Bob Guisgand
Creative Director, Art Director:
Andreas Dahlqvist
Chief Production Officer:
Brian DiLorenzo
Executive Producer:
Kelly Balagna
Senior Producer:
Kim Slowik
Global Director, Strategy:
Conner Huber
Global Director, Operations:
Kate MacNevin
Production Company:
Make
Director:
Zach Merck
Executive Producer:
Dana Locatell
Line Producer:
Tim Mack
Editorial:
The Station
Editor:
Brian Budak
Editor:
Conor Kelley
Executive Producer:
Hugh Broder
Senior Producer:
Adrienne Ng
Finish:
The Station
Audio Post:
The Lodge
Engineer:
Jeff Hinton

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