2013 Results

CAT 14 - Automotive & Accessories (FLM)


Leo Burnett Detroit (UNITED STATES)

General Motors Corporation / Chevrolet, Chevy Silverado: "Convert"14-01328-FLM

Agency (& City): Leo Burnett Detroit

Creative Director(s): Steve Silver

Copywriter(s): Steve Silver, Jim Amicucci, Cameron McIntosh, Ron Saltmarsh

Art Director(s): Larry Donabedian, Jack Crifasi, Dave Ayriss

Production Company (& City): Anonymous Content, Culver City

Film Director(s): Frederic Planchon

Production Company Producer(s): Eric Stern, Scott Kaplan

Agency Producer(s): Adam Simmons

Editor: Richard Orrick

Music: Earhole Studios


VFX Supervisor: Paul O'Shea

Director of Photography: Patrick Duroux

VO: John Cusack

Chief Creative Officer: Steve Chavez

Director of Integrated Production: Brian Dooley

Account: Brian McCallum, Michelle Good

Short explanation

Tell a simple story about the inner values of a person and how the truck helps that person turn those values into actions. In “Convert” a father teaches his son the wonders of camping.


Re-launch the new Chevy Silverado, one of the biggest marketing efforts in GM history. Over the years, Chevy Silverado had steadily lost market share to Ford F-150. As both a cause and a consequence, the brand lost its way. It had once stood for the soul of the category. But music themes kept changing. Spokesmen came and went. Humor was on and off. We needed to hit the re-set button and create a soulful narrative for a soulful category.