General Motors

Make History

Agency: Majority


General Motors unveils a new marketing campaign spotlighting the brand’s sponsorship of the Southwestern Athletic Conference (SWAC) and commitment to Historically Black Colleges and Universities (HBCUs) through an intentional, authentic, and culturally relevant storyline.

“We understand that representation matters as we strive to be the most inclusive company in the world,” said Tarshena Armstrong, GM director of Diversity Marketing and Development. “We wanted to show the stories that few get to witness: the lesser-known athletes, scientists, engineers, artists, musicians and makers who all help to write the next powerful chapter of the SWAC’s legacy, all while featuring our amazing Chevrolet, Buick, GMC and Cadillac vehicles.”

Created by the award-winning creative agency Majority, directed by Grammy-winning director Alan Ferguson and featuring a soundtrack called “Stay On It” by legendary Black composer Julius Eastmen, diverse talent cumulated to produce the “Make History” campaign. Filmed on Southern University and Prairie View A&M University campuses, the campaign shows students and alumni displaying their HBCU pride while voiceover of southern hip-hop legend Scarface poetically conveys the SWAC experience: “We are past, present and future, all in one. Because the best way to honor our history is to make history.”

This professional campaign titled 'Make History' was published in United States in March, 2023. It was created for the brand: General Motors, by ad agency: Majority. This Film medium campaign is related to the Automotive and Sports industries and contains 1 media asset. It was submitted over 1 year ago.


Agency: Majority
CEO & Founder: Omid Farhang
CMO & Founding Partner: Jorge Hernandez
CSO & Founding Partner: Asmirh Davis
Senior Art Director: Barbara Rego
Freelance Copywriter: Adia Betts
Senior Producer: Christine Presto
Group Account Director: Estefania Calvachi
Sr. Account Manager: Victoria Caro
Sr. Strategist: Gabby Miller
Associate Director – Creative: Jess Noel
Chief Content Officer & Partner: Brandon Butler

Talent Consultant: Bill Meadows

Director: Alan Ferguson

Producer: Alex Wilson

EP: Alana Hearn

Client: General Motors


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