No. 36

Director of advertising and sales promotions, Chevrolet


Chevrolet could have chosen any number of tent-pole TV events this year to debut its new tag line and brand positioning, “Find new roads.” That the General Motors brand chose the Grammy Awards to premiere a 90-second spot—featuring no fewer than four major synchs from acts like Frank Sinatra, Patty Griffin and Theophilus London (who also appeared on-camera)—speaks volumes about its historic support of music as a key (ahem) driver of awareness and customer sales. Sister truck brand Chevy Silverado also made original music a touchstone of its 2013 campaign with the original song “Strong” from country singer Will Hoge. “Music has been a part of Chevrolet’s creative planning for years, whether it’s a jingle or a carefully selected song like fun.’s ‘We Are Young’ two years ago,” Chevrolet director of advertising and sales promotions Molly Peck says, “and we’ve shown the ability to help artists’ position in the market as well as ours.” Next, Chevy will look to make music a key part of major media buys for the 2014 Super Bowl and the Winter Olympics, as well as South by Southwest, where the brand amplified its long-term sponsorship of the festival with Myspace this past year to bring Justin Timberlake to town for a secret show. “The one-year anniversary of “Find new roads” is Feb. 10,” Peck says, “so we’re looking at big stages to tell the world about other ways to bring that to life.” —Andrew Hampp