As Chevrolet approaches its 100th year, the American automaker created a TV spot that tied its century of all-American values with the country’s national pastime of baseball, making its debut during the World Series. The New York Egoist recently featured the 60-second spot and discussed the details of its nostalgic message.
“The ‘Then and Now’ spot celebrates Chevrolet’s role in the American journey, and I couldn’t think of a better setting for its world debut than the World Series,” said Chris Perry, vice president, Global Chevrolet Marketing and Strategy.
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In the ads, photos from the past involving Chevy cars are held up against scenery from the present day. The photos appear to offer a snapshot of events that happened long ago—in that very same location—to create a visual connection of yesterday meeting today. The spot features numerous scenes on a variety of American backgrounds, with the photos capturing classic American images from throughout the last century. The song “America The Beautiful” plays in the background. The ads have a sentimental tone, with the soundtrack and visuals creating an aura of national pride.
The commercial was developed by Chevy’s agency, Goodby, Silverstein & Partners, with Park Pictures and Lance Acord. Their goal was to show that Chevy is an eternal brand that is inextricably tied to the past, present, and future of Americans.
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