ARCHIVEO Boticário Bets on Football Royalty to Launch Malbec Black Legend
How O Boticário Turned Football Legacy Into a Fragrance Launch Moment O Boticário's "It takes a...
Chevrolet Bets on Legacy to Win Ecuador's Next Generation
Chevrolet's 'Choose the Icons for the New Generation, Choose a Chevy' is a retail automotive campaign created by Commonwealth McCann and published in Ecuador in October 2018, positioning the brand's established vehicle models as enduring cultural icons worthy of a new generation of drivers.
The campaign launched as a single film asset, designed with deliberate flexibility to function both as a brand statement and as a platform for retail adaptations across Chevrolet's wider portfolio. In Ecuador, where Chevrolet has long held a prominent presence in the automotive market, the strategic decision to anchor the creative around legacy rather than novelty reflects a mature understanding of how heritage brands sustain relevance across generational shifts. The word 'icons' does specific work here: it elevates familiar models above transactional consideration and places them inside a cultural conversation about identity, aspiration, and continuity.
The campaign's objectives are dual in nature. On one level, it functions as a brand campaign, reinforcing Chevrolet's accumulated equity and the emotional weight carried by its most recognised automobiles. On another, it operates as a retail instrument, designed to move consumers from admiration to purchase by framing the act of choosing a Chevy as participation in something larger than a transaction. In the Ecuadorian market, where brand trust plays a significant role in automotive purchasing decisions, this dual positioning gives the campaign both cultural reach and commercial utility. The October 2018 timing aligns with a period of year-end commercial activation across the automotive sector in Latin America, suggesting a deliberate effort to capture heightened consumer attention ahead of the festive retail season.
Chevrolet structured this campaign around a strategic premise that treats established models as competitive assets rather than aging inventory. The insight is precise: in markets where brand familiarity functions as a proxy for reliability, longevity itself becomes a differentiator. In Ecuador, where consumer confidence in automotive brands is shaped by decades of market presence, Chevrolet's depth of model history represents a genuine strategic advantage that newer entrants and global competitors alike cannot replicate on the same emotional register.
The broader global automotive context in 2018 adds texture to this strategic choice. According to focus2move.com, global car-manufacturing industry sales reached approximately 68.5 million units in 2018, reflecting a decline of around 2.1 percent year-over-year. In an environment of softening global demand, emphasising proven, trusted models over speculative innovation is a defensible position. Volkswagen Group, a direct competitor across Latin American markets including Ecuador, led global sales that year with approximately 10.46 million vehicles and an estimated 11.8 percent global market share, according to best-selling-cars.com. Against that scale of competition, Chevrolet's decision to lean into legacy and iconic model identity rather than compete on volume announcements reflects a considered regional strategy.
Commonwealth McCann's relationship with Chevrolet provides important institutional context. According to iainlanivich.com, Commonwealth was originally formed in 2012 by Goodby, Silverstein and Partners and McCann to consolidate Chevrolet's global advertising. By March 2013, McCann Worldgroup had assumed sole responsibility for the account, as reported by iainlanivich.com, establishing the creative infrastructure that would eventually produce localised campaigns like this Ecuador execution. The 'Find New Roads' platform, launched globally by Chevrolet in 2013 per iainlanivich.com, provides the broader brand architecture within which this campaign's celebration of iconic models and technological innovation operates. In Ecuador, that global platform found a local expression grounded in the specific emotional currency of heritage.
Javier Cutrona directed the film, working with director of photography Daniel Andrade to establish the campaign's visual language. Production was handled by Darko Films, with Andrea Moyano serving as producer. The creative team at Commonwealth McCann Quito brought together creative directors Alexandra Vaca and Marco Tapia, art directors Andrés Romero, Paulino Pachacama, and Diego Romero, and planner Andrea Basantes. Music was composed by Andrés Carrillo through Groove Music Factory, a detail that signals intentional investment in the sonic dimension of the brand experience rather than reliance on licensed library tracks.
The choice to commission original music for an automotive retail campaign in Ecuador speaks to the ambition of the execution. Sound design in automotive advertising carries significant emotional weight, particularly in film formats where the absence of tactile or olfactory sensation makes audio a primary channel for conveying aspiration and energy. A bespoke score allows the creative team to calibrate emotional tempo precisely, aligning musical dynamics with visual cuts of the vehicles in a way that reinforces the 'iconic' positioning without relying on cultural shorthand borrowed from elsewhere.
The film medium itself is appropriate for the campaign's dual purpose. Film permits the kind of narrative arc that a static or digital banner format cannot sustain, and for a campaign built around the concept of legacy and generational relevance, a cinematic treatment gives the creative team the runway to establish emotional resonance before pivoting to retail intent. The involvement of a Quito-based McCann unit also ensures the creative sensibility is calibrated to Ecuadorian visual culture and consumer expectations rather than imported wholesale from a global template, which matters in a market where local relevance meaningfully affects brand affinity in the automobiles category.
No verified performance data for 'Choose the Icons for the New Generation, Choose a Chevy' is publicly available. No verified award wins, finalist status, or nominations for this campaign have been found across Cannes Lions, Effies, The One Show, or D&AD, according to Mail Publimark Cl. The Clapboard Score for this campaign is 63 out of 100, reflecting a competent execution that meets its stated objectives without reaching the creative or strategic heights that would distinguish it within the regional automotive advertising landscape.
Structurally, the campaign presents several indicators of likely effectiveness. Its dual-purpose architecture — operating simultaneously as brand film and retail platform — is a pragmatic design choice that maximises the return on a single media asset. In markets like Ecuador, where advertising budgets for regional automotive campaigns are typically more constrained than in primary global markets, building adaptability into the core creative reduces the cost of subsequent retail executions without diluting the brand message.
The decision to invest in localised production through Darko Films and a Quito-based creative team suggests Chevrolet and Commonwealth McCann understood that Ecuadorian consumers would respond more strongly to a campaign that felt genuinely native rather than regionally adapted from a global master. The original music commission, the local art direction team, and the use of a regional director all point to a production philosophy oriented toward authentic local resonance. Whether that investment translated into measurable shifts in brand preference or retail sales in the Ecuadorian automotive market remains undocumented in the public record.
Chevrolet's 'Choose the Icons for the New Generation, Choose a Chevy' is a 2018 film campaign created by Commonwealth McCann in Ecuador. It positions Chevrolet's established vehicle models as cultural icons for a new generation of drivers, functioning as both a brand statement and a retail platform across the automotive portfolio.
Commonwealth McCann's Quito office created the campaign. The agency has held Chevrolet's global account since McCann Worldgroup assumed sole responsibility in 2013, according to iainlanivich.com. Creative directors Alexandra Vaca and Marco Tapia led the Ecuadorian team, with production handled by Darko Films under director Javier Cutrona.
Chevrolet published the campaign in Ecuador in October 2018. The timing aligns with year-end commercial activation periods across Latin American automotive markets, positioning the brand to capture heightened consumer attention during the festive retail season ahead of annual model-year transitions.
No verified award wins, nominations, or finalist status for this campaign have been confirmed. According to mail.publimark.cl, no recognition has been identified across major industry bodies including Cannes Lions, Effies, The One Show, or D&AD. The campaign holds a Clapboard Score of 63 out of 100.
Chevrolet framed legacy model familiarity as a competitive advantage rather than a liability. In Ecuador, where brand trust strongly influences automotive purchasing, positioning established vehicles as icons for a new generation allowed the single film asset to serve both brand-building and retail conversion objectives simultaneously.
.webp)
Creative Collaboration Platform: The Backbone of Modern Creative WorkWhat is a creative collaboration platform?Clapboard defines a creative collaboration platform as the operational core for today’s distributed creative teams. This is not a collection of digital collaboration tools stitched together; Clapboard’s system
Understanding the Creative Production MarketplaceWhat is a Creative Production Marketplace?Clapboard defines a creative production marketplace as a structured ecosystem where brands, agencies, and production talent converge to execute video, advertising, and branded content at scale. Unlike the legacy agency or freelanREAD FULL ARTICLE
The Urgent Need for a Creative Production Operating SystemWhy Traditional Creative Production Models Break DownClapboard sees the creative production landscape shifting under pressure. Content velocity is no longer a buzzword—it’s a mandate. Modern advertising demands relentless output across dozens of channels, each wREAD FULL ARTICLE
