It is not a black logo; it is an invitation to go further

Agency Network: 
November 2021


Some new Chevrolet models, such as its trucks, began a subtle but radical change a few months ago: the classic gold “bowtie” of the brand's logo became black. What has also gone hand in hand with design changes, such as bolder grills, sportier lines, unique details even in the tapestries, implementations of technology that make the slogan “find new ways” a reality that is born in the automotive design tables and is embodied in the driving experience.

To capture these advances of the brand, Commonwealth // McCann created the Black Bowtie campaign, where it exhibits the black logo as an analogy with the dark side that we all have, not such as a negative thing, but understanding that B-side as what leads us to be more authentic or daring.

Advertising Agency: Commonwealth // McCann
Marketing Lead COL & Content Mkt COL-ECU: Diana Reynoso
Marketing Lead Chile-Perú-Uruguay -Paraguay-Bolivia: Macarena Bravo
Regional Business Leader & Creative Leadership Council Director: Samuel Estrada
Regional Creative Director: Alejandro Bermúdez
Account Directors: Gaëlle Bouletreau, Cristian Dittborn
Account Executives: Beatriz Cubillos, Stephany López, Javiera Romero
Content: Luis Cortés, Javier Cáceres
Copywriters: Alejandro Bermúdez, Alejandro Cardona
Art Directors: Niccolo Alarcón
Producer: Alejandro Sánchez
Production Company: Cinemágica
Film Director: Marilina Pérez
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