Chevrolet breaks Canadian Dream campaign
Chevrolet Canada has begun a new national advertising campaign called "The Canadian Dream." Developed by Commonwealth McCann Canada, the bilingual campaign introduces a new brand approach for Chevrolet in Canada. It consists of television, online video and out-of-home advertising, as well as social media activities. The initiative began on April 24 with an unbranded teaser phase that focuses on the concept of the "Canadian Dream."
The second phase of the campaign began on May 4 and will continue for several months. The creative highlights the beauty and diversity of Canada, using video captured by a documentary film crew as they took a 27-day trip across the country in a Chevrolet Suburban. The two-minute launch ad will air on television and in theatres, fitness centres and online. Sixty- and 30-second versions of the ad will air during sports, news and prime-time programming. Additional elements include digital ads, newspaper ads, point-of-sale materials and a website at <http://www.canadiandream.ca>.
"Chevrolet has been in Canada for more than a century," said Laura Pacey, brand director at Chevrolet Canada. "It has always been important for us to understand and respond to the uniqueness and diversity that Canada has to offer, through our products, marketing and, most importantly, our community initiatives. This new brand platform is designed to ensure that we are putting the effort where it needs to be, by asking everyday Canadians how we can contribute to the all-important collective progress and help them uncover their very own personal Canadian Dream. Through this campaign, we believe we have provided a platform to celebrate the pursuit of the Canadian Dream. This is just the beginning. We will continue to gather stories and insights, showcase local stories from Canadians, customers and our dealers, while uncovering how Chevrolet can continue to support Canadian's needs, wants, goals and dreams."