Forever young…

Young people exist to experience things for the first time. And nothing’s sweeter than that first car. So what if that car could also do things for the first time, things no car had ever done before? That’s what we set out to let Sonic do, from sky diving to kick flips to music videos. And while we put those adventures into TV spots, it was the real-world experiential content designed to spread online that was the star of the show. As an unintended consequence we also put the band Fun (We are Young) on the map, taking them from nowhere to #1 on iTunes for months. And months. And months. And it was the most effective thing in automotive that year.

Let’s Do This Campaign - Case Study Client: Chevrolet – Sonic Agency: Goodby Silverstein & Partners. Global Chief Marketing Officer GM: Joel Ewanick VP Global Chevrolet Marketing: Chris Perry Director of Advertising: Kevin Mayer Assistant Director of Advertising: Rich Martinek National Advertising Manager: Matthew Scarlett Asst. National Advertising Manager: Jill Bihler Co-Chairman/Partner: Jeff Goodby Executive Creative Director/Partne: Jamie Barrett Executive Creative Director/Associate Partner: Hunter Hindman Creative Director/Art Director: Joakim Borgstrom Associate Creative Director/Copywriter : Andrew Bancroft Associate Creative Director/Copywriter: Niklas Lilja Copywriter: Trey Tyler Art Director: Susan Land Copywriter: Damian Fitzgerald Art Director: Javier Torok Jr. Art Director: Shravan Hegde Director of Broadcast Production/Associate Partner: Cindy Fluitt Executive Producer: Hilary Coate Freelance Sr. Producer: Dan Watson Sr. Producer: Jim Vaughan (Kickflip) Assistant Producer: Ryan Wilson Group Account Director: Todd Grantham Group Account Director: Grace Kao Account Manager: Molly McLafferty Account Manager: Noah Polsky Account Manager: Julie Evans Operations Director: Leslie Kretz Operations Manager: Caitlin Barry Operations Manager: Mallory Frye Group Communication Strategy Director: Cameron Luby Communication Strategist: Kirsta Miyashiro Agency Music Supervisor: Todd Porter Senior Business Affairs Manager: Karen Keoleian Business Affairs Manager: Chrissy Shearer
 
 

…means living in the moment.

When you’re targeting the core curiosity of youth it also helps to make a music video with the most viral-video-viewed band in the world, OK Go. That’s another first. Check out the 45 million views on this monster!  (Clios are cool too.)