Chevrolet S10 Midnight: Unleash the Nocturnal Power | Clapboard

S10 Midnight

Description

The Chevrolet S10 Midnight campaign was published in Brazil in July 2018. This Film medium campaign, created by ad agency McCann, explores the attributes of nocturnal animals to showcase the features of the new S10 Midnight model. Part of Chevrolet's All Black line, the campaign uses a play of light and shadow to evoke a nocturnal setting. The tagline "Conheça o lado noturno da picape que você respeita. Forte como sempre, furiosa como nunca. #novacriaturadanoite" accompanies the campaign, emphasizing the strength and fierceness of the vehicle. The campaign is designed to appeal to consumers seeking a powerful and bold automotive option.

Credits

Client

Chevrolet

Agency

McCann, Commonwealth//McCann, WMcCann

Creative Director

Eric Sulzer, Fernando Penteado

Art Director

Leonardo Arcoverde

Copywriter

Augusto Meira

Director

Vokos

Production House

Movie&Art

More like this

Fast Cruze - General Motors | Clapboard Ad Archive

The Fast Cruze campaign from General Motors, crafted by Publicis for the Brazilian automotive market in 2018, positions the Cruze as a decisive player in the competitive mid-size sedan segment by centering its narrative on speed, performance, and sophisticated design. This film leverages what Clapboard’s taxonomy defines as FORMAT#5—Exemplary Story—where the vehicle is integral to the story’s progression and resolution, illustrating how the Cruze enables its driver to overcome obstacles and seize opportunities, thereby embedding the product’s attributes within a relatable and aspirational context. The campaign’s storytelling is underscored by dynamic visuals that emphasize the sleek, aerodynamic lines of the Cruze alongside its innovative technological features, appealing to a demographic that values both style and substance in their automotive choices. Publicis balances technical showcase with emotional engagement, crafting a narrative that situates the Cruze not just as a mode of transport but as a vital companion in the consumer’s pursuit of speed and success. The choice to communicate in Brazilian Portuguese ensures cultural resonance and direct appeal to the local market, while the film’s polished production values reflect General Motors’ global brand stature adapted for regional relevance. The campaign’s focus on key product benefits—agility, power, and contemporary design—aligns with industry expectations for a sedan that must compete on both performance metrics and lifestyle aspirations. Clapboard rates this campaign 55/100 in its global creative archive. Fast Cruze matters to the automotive industry because it demonstrates how a brand can marry product-driven storytelling with emotional narrative to articulate the vehicle’s role in enhancing everyday experiences, signaling a shift toward campaigns that prioritize lived utility alongside aspirational identity in competitive markets.

Campaign Proposition

The campaign 'S10 Midnight' by Chevrolet in Brazil in 2018 aims to highlight the new features of the S10 Midnight model, part of the brand's All Black line, by drawing inspiration from nocturnal animals. The brand proposition focuses on showcasing the strength and fierceness of the vehicle, aligning it with the mysterious and powerful attributes associated with creatures of the night. By leveraging the play of light and shadow in the film, Chevrolet creatively connects with the audience, appealing to their sense of adventure and intrigue. This market strategy effectively targets consumers looking for a tough and bold pickup truck, positioning the S10 Midnight as the ultimate choice for those who seek both strength and style in a vehicle. The campaign successfully captures the essence of the automotive industry, portraying the S10 Midnight as a formidable and daring option within the market.

Creative Device

FORMAT#3 SYMBOLIZE THE PROBLEM — Uses symbols or analogies to represent the problem instead of showing it literally. The Chevrolet S10 Midnight campaign uses a play of light and shadow, referring to a nocturnal setting, to symbolize the strength and fierceness of the new model. By associating the attributes of nocturnal animals with the features of the truck, the campaign creatively conveys the idea of power and reliability without directly showing the product in action. ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats

Competitive Planks

Ford – Ford differentiates itself by focusing on innovation and performance, offering a wide range of vehicles from trucks to sports cars. They position themselves as a brand that appeals to consumers looking for reliable and powerful vehicles.

Volkswagen – Volkswagen stands out for their emphasis on quality and craftsmanship, targeting consumers who value German engineering and design. They position themselves as a brand that combines practicality with sophistication, offering a diverse range of vehicles for various lifestyles.

Kite - FIAT | Clapboard Ad Archive

The FIAT Kite campaign from 2019, crafted by Leo Burnett for the Brazilian market, positions the Novo Fiat Toro 2020 as a vehicle that masterfully blends rugged strength with refined agility, using a visually arresting metaphor that unfolds across both land and sky. Set in Maricá, Rio de Janeiro, the campaign stages a dual contest: on the ground, cars battle through challenging terrain, while above, kites powered by the Fiat Toro engage in an escalating aerial competition where a small fish kite is overtaken by a shark kite, only to be ultimately defeated by a gigantic sushiman kite. This cinematic allegory encapsulates the Toro’s core attributes—its one-ton load capacity, 4x4 traction, and advanced 7-inch multimedia system with Android Auto and Apple CarPlay—without resorting to direct product demonstration. Instead, the campaign employs what Clapboard’s taxonomy identifies as FORMAT#9—Symbolize the Benefit—using exaggerated visuals to dramatize the vehicle’s dominance and versatility. The contrast between the terrestrial race and the playful kite battle cleverly communicates the Toro’s ability to navigate demanding work conditions with both power and aesthetic lightness, appealing to Brazilian consumers who seek a pickup that delivers toughness without compromising style or technology. By filming in the vibrant and culturally resonant setting of Maricá, the campaign grounds the brand in a real, relatable context that reinforces FIAT’s regional relevance and commitment to innovation in the automotive category. The playful yet potent symbolism of the kites—not only entertaining but also clearly representative of the vehicle’s capacity to outperform competitors and challenges—positions the Fiat Toro as a lifestyle enabler as much as a workhorse, resonating with urban and semi-urban buyers who prioritize multifunctionality and modernity. The campaign earns 71/100 in Clapboard’s global creative archive. This campaign matters to the industry because it demonstrates how automotive advertising can transcend literal product features through imaginative storytelling that connects technical capability with cultural texture and aspirational identity.

Your Instinct is Jeep - Boy, Your Instinct is Jeep - Girl - Jeep | Clapboard Ad Archive — archive collection thumbnail

Your Instinct is Jeep - Boy, Your Instinct is Jeep - Girl - Jeep | Clapboard Ad Archive

Jeep’s 2018 campaign Your Instinct is Jeep, developed by F.biz for the Brazilian market, positions the Jeep Renegade 2019 as a natural extension of the consumer’s innate drive for adventure and self-expression, embodying the brand’s rugged authenticity through a cinematic narrative that transcends traditional automotive advertising. The campaign unfolds through two parallel film versions—one featuring a male lead and the other a female lead—each telling a story of personal exploration and freedom that invites a wide demographic to see themselves behind the wheel, reinforcing Jeep’s core message that the spirit of adventure is universal and instinctive rather than defined by gender or changing trends. Set against the dynamic backdrop of Steppenwolf’s Born To Be Wild, the films harness an iconic anthem of rebellion and exploration to amplify the emotional resonance of the visuals, effectively linking the Jeep Renegade’s youthful, urban-ready design with a timeless call to break free and discover new horizons. By employing a FORMAT#10 ASSOCIATED USER IMAGERY approach as classified by Clapboard’s 12-format taxonomy, the campaign eschews a conventional product-centered narrative in favor of projecting aspirational user profiles, encouraging consumers to envision their own stories unfolding in the Renegade and thus deepening brand affinity through identification rather than persuasion. This dual-gender storytelling broadens Jeep’s cultural relevance and inclusivity in a market where automotive advertising often defaults to stereotypical portrayals, signaling a strategic evolution in how Jeep communicates its rugged yet accessible personality. The campaign’s runtime variations of 60 and 30 seconds optimize reach and engagement across multiple platforms, leveraging film’s emotive power to create a strong sensory connection that aligns with Jeep’s positioning as a facilitator of freedom and authenticity. Clapboard rates this campaign 69/100 in its global creative archive. This campaign matters because it demonstrates how automotive brands can break free from gendered conventions and leverage instinctive human desires for exploration to create emotionally compelling narratives that resonate across diverse audiences.

Dungeons & Dragons - Renault | Clapboard Ad Archive — archive collection thumbnail

Dungeons & Dragons - Renault | Clapboard Ad Archive

Renault’s 2019 Brazilian campaign Kwid Outsider: Dungeons and Dragons, created by DPZ&T, boldly merges automotive marketing with the immersive fantasy world of the iconic Dungeons & Dragons franchise to position the Kwid Outsider as a vehicle for bold adventurers ready to defy limits and embrace new challenges. This campaign exemplifies what Clapboard’s FORMAT#12—Parody or Borrowed Format—captures by appropriating the narrative and visual language of a globally beloved fantasy game, leveraging its cultural resonance to imbue the Renault Kwid Outsider with a sense of epic possibility and transformation rather than relying on conventional product demonstrations or testimonials. By partnering with Hasbro do Brasil, the campaign gains authenticity and depth, weaving the car’s rugged and versatile character into a story world where the impossible becomes attainable, effectively connecting with an audience attuned to narratives of exploration and heroism. The film’s storytelling and cinematic execution, supported by a collaborative network including Saigon Filmes and Quiet City Music + Sound, craft a seamless fusion of fantasy and automotive utility, reinforcing Renault’s brand promise of innovation and adventure in the competitive Brazilian automotive market. The campaign’s strategic use of borrowed format capitalizes on the emotional power of fantasy role-playing to elevate the Kwid Outsider beyond a mere urban compact car, inviting consumers to view it as a trusted companion in their own quests for excitement and discovery. This approach not only amplifies brand differentiation but also demonstrates how automotive advertising can transcend product features to engage consumers on an imaginative and aspirational level. Clapboard rates this campaign 74/100. Renault’s Kwid Outsider: Dungeons and Dragons matters to the industry because it demonstrates how automotive brands can successfully harness established pop culture universes to create emotionally charged narratives that inspire consumer engagement while reinforcing product identity.

Spoiler - FIAT | Clapboard Ad Archive — archive collection thumbnail

Spoiler - FIAT | Clapboard Ad Archive

FIAT’s 2019 campaign Spoiler, created by Leo Burnett for the Brazilian automotive market, leverages the undeniable appeal of actress Paolla Oliveira to deliver a fresh take on automotive advertising through humor and star power. The campaign situates Oliveira in a behind-the-scenes recording studio environment where she playfully maneuvers around wires and cameras, embodying an approachable, charismatic persona that breaks the fourth wall and invites viewers into an exclusive, ongoing party. This creative choice shifts the focus from traditional product demonstration to a personality-driven narrative that capitalizes on Oliveira’s widespread recognition and trustworthiness as a brand ambassador, aligning with Clapboard’s FORMAT#8—Ongoing Characters or Celebrities, which emphasizes recurring personalities for sustained brand recall. Spoiler’s narrative cleverly intertwines the reveal of exclusive financial incentives—such as zero interest rates and special bonuses on FIAT’s flagship vehicles—with a digital call-to-action encouraging viewers to join the brand’s social media channels and visit a dedicated offer website, effectively extending engagement beyond the film itself. The campaign’s use of the Portuguese language ensures cultural resonance and local market relevance, while the playful tone positions FIAT as a contemporary and accessible brand that understands modern consumers’ preference for transparency and entertainment over conventional sales pitches. This strategy highlights the brand’s competitive financial offers without resorting to hard selling, instead relying on the charm and credibility of Oliveira’s on-set persona to create memorability and trust. The seamless integration of digital invitations to explore ongoing offers also enhances lead generation and conversion opportunities, reflecting a sophisticated understanding of consumer journey management in the digital age. Leo Burnett’s direction here demonstrates a confident blending of celebrity endorsement with an experiential storytelling approach that aligns well with FIAT’s ambition to modernize its image within the automotive category. Clapboard rates this campaign 63/100. This campaign matters because it shows how automotive brands can use celebrity-driven narratives and digital extensions to create dynamic, culturally attuned communication that prioritizes engagement and brand personality over traditional product-centric advertising.

Paloma Faith - Make Your Own Kind of Music - Škoda | Clapboard Ad Archive — archive collection thumbnail

Paloma Faith - Make Your Own Kind of Music - Škoda | Clapboard Ad Archive

Škoda’s 2018 campaign Paloma Faith - Make Your Own Kind of Music, created by Fallon for the UK automotive market, centers on an emotionally charged narrative that aligns the brand with the artist’s distinctive individuality and creative spirit. By spotlighting Paloma Faith’s personal journey and her evocative rendition of Make Your Own Kind of Music, the campaign weaves her story seamlessly into the brand’s core values, positioning Škoda not just as a vehicle manufacturer but as a champion of originality and self-expression. The film medium serves as a powerful vehicle to convey this message, with the product integrated into the plot as a symbol of freedom and empowerment, reinforcing the idea that owning a Škoda enables customers to carve their own paths. This approach sits squarely in Clapboard’s FORMAT#5 EXEMPLARY STORY category, where the product plays a vital role in the resolution of the story, making the campaign both narratively compelling and strategically aligned with Škoda’s positioning. The choice of Paloma Faith, an artist known for her unique style and authentic voice, adds a layer of depth and credibility, elevating the campaign beyond conventional automotive advertising by fostering an emotional connection that resonates on a personal level with viewers. The campaign’s execution is marked by its clarity and focus, avoiding cliché to champion creativity and individuality in a manner that feels both genuine and aspirational. Škoda leverages the cultural capital of Faith’s music and life story to differentiate itself in a crowded market, effectively humanizing the brand and inviting consumers to embrace their own uniqueness through the vehicle. The campaign earns 77/100 in Clapboard’s global creative archive. This campaign matters because it demonstrates how automotive brands can transcend product features by embedding authentic creative storytelling that resonates with cultural values, thereby shifting the category toward more meaningful consumer engagement.

Bathroom, Dressing Table, Closet - Volkswagen | Clapboard Ad Archive — archive collection thumbnail

Bathroom, Dressing Table, Closet - Volkswagen | Clapboard Ad Archive

Volkswagen’s 2013 campaign Bathroom, Dressing Table, Closet, developed by BBDO and released in Argentina, invites audiences into the private spaces of everyday life to dramatize the unseen risks inherent in driving, deploying suspenseful film vignettes that both unsettle and inform as metaphors for the blind spots that Side Assist technology is designed to eliminate. Navigating settings where someone — or something — is hidden just out of sight, the campaign draws a sharp parallel between the anxiety of personal surprises in familiar domestic spaces and the very real hazards drivers face when other vehicles linger in their periphery. This creative device leverages what Clapboard’s taxonomy would classify as FORMAT#2—Show the Problem, directing viewers through tightly constructed scenarios that build apprehension before resolving tension with the introduction of Volkswagen’s safety innovation, positioning Side Assist as an unobtrusive yet effective safeguard. Eschewing abstract symbolism or high-concept stunts, the films rely on universal human experiences to land their message, grounding advanced automotive technology in relatable fears and offering a resolution that is as much emotional as it is functional. The collaboration with BBDO ensures that the visual storytelling balances intrigue with clarity, serving both the brand’s business proposition and its longstanding market positioning as a champion of both engineering excellence and the everyday driver. Embedded in the automotive category, the campaign’s success lies in its ability to turn a technical feature into a tangible benefit, harnessing suspense and recognizable situations — not celebrity or testimonial — to create a more immediate sense of relevance for potential buyers. The films, delivered in Portuguese, reinforce Volkswagen’s market sensitivity and intent to speak directly to the culture and routines of its Argentine audience, amplifying trust in the brand’s innovation. The campaign earns 66/100 in Clapboard’s global creative archive. Bathroom, Dressing Table, Closet matters to the industry because it exemplifies how suspense-led, problem-focused storytelling can humanize advanced vehicle technology for a mass audience when the creative insight stays grounded in authentic, everyday concerns.

I-PACE - 3am - Jaguar | Clapboard Ad Archive — archive collection thumbnail

I-PACE - 3am - Jaguar | Clapboard Ad Archive

Jaguar’s I-PACE – 3am campaign, conceived by Spark44 and unveiled to the United Kingdom market in 2018, distills the tension and allure of electric performance into a high-polish brand film that reshapes the automotive conversation around luxury EVs. By setting the action at an evocative, almost conspiratorial hour—3 a.m.—this campaign immerses viewers in the transformative experience of driving the all-electric I-PACE, focusing on the paradox of exhilaration delivered in near silence. The tagline Exhilaration is now rechargeable, along with the phrase Roar silently, is transmuted into a bold visual metaphor embodying what Clapboard’s taxonomy classifies as FORMAT#9–Symbolize the Benefit, staging the satisfaction and prestige traditionally associated with Jaguar’s auditory presence as something equally powerful, yet now defined by restraint, modernity, and environmental awareness. Foregoing conventional dramatic arcs in favor of mood and sensory symbolism, the film amplifies qualities unique to the I-PACE—its instantaneous torque, silent acceleration, and striking design—by letting the urban nightscape and charged anticipation tell the story. Spark44’s creative execution sidesteps the didacticism often plaguing sustainability messaging, opting instead for cinematic visuals that conflate luxury, technology, and intrigue, ultimately reimagining the nature of thrill as compatible with sustainability and technological evolution. Jaguar’s strategy extends beyond the film itself, leveraging integrated touchpoints across digital channels such as its website, Facebook, Twitter, and Instagram to galvanize a digitally fluent audience, align with cultural trends in eco-consciousness, and reinforce Jaguar’s leadership stance in the electric segment. Engagement levels above 100,000 views highlight appetite and resonance among early adopters and automotive enthusiasts tracking the sector’s shift to electrification. By prioritizing symbolic representation and emotional impact over traditional product demonstration or overt technical exposition, the I-PACE – 3am campaign claims a distinctive space for Jaguar at the intersection of aspiration and innovation in the automotive category. The campaign earns 63/100 in Clapboard’s global creative archive. This matters within the auto industry ecosystem because it evidences how even established luxury marques can renew their emotional value through progressive storytelling when bold symbolism meets an appetite for reinvention.