Chevrolet Brings Swagger to the Off-Roading Community in the Middle East with the Launch of the All-New Tahoe Campaign

Posted on 2020 Dec,16

Dubai – Commonwealth McCann and RSA Films partner to produce a launch ad for the all-new Chevrolet Tahoe

Chevrolet Tahoe is positioned as the official SUV of action. Nobody who’s seen a Hollywood movie or a TV show will argue otherwise. The car has been featured in more than 1,500 movies as a symbol of action, swagger, and excitement. Chevrolet decided to leverage this perception in a high-energy launch campaign.

The Tahoe is a legend in the Middle East region. Completely redesigned, the Tahoe is bigger, better, and bolder. It’s ready to tackle the most challenging dunes.

“Off-road culture in the Middle East is like no other. People customize their cars and use Arabic nicknames to describe different personalities of behaviors. This film shows different activities performed by real off-roaders, as they unlock their inner hero in the Tahoe and earn these coveted nicknames,” says Andrej Arsenijevic, Executive Creative Director of Commonwealth McCann Dubai.

The regional campaign for the all-new Tahoe is launching on broadcast television, across digital and social channels. This film marks the launch of the global Chevrolet campaign platform in the Middle East.

Jake Scott from RSA Films directed the film, shot across some of the UAE desert's thoughts terrain. It is fascinating to see shots made with FPV (first-person view) drones, which puts the viewer in the middle of the action.

Credits

Client: Chevrolet

CMO: Kelly Macdonald

Head of advertising: daniella d’souza, farah amhaz

Brand manager: laura jabbour

Agency

Creative Agency: Commonwealth McCann

Deputy Global Chief Creative Officer: Matt Canzano

Executive Creative Director: Andrej Arsenijevic

Creative Director: Tamer Elsawy

English Copywriters: Paul Bond, Habiba Allam

Arabic Copywriter: Abdulkader Asfari