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Chevrolet Brings Swagger to Middle East Off-Roading Community in Tahoe Launch Campaign

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Commonwealth McCann teams up with RSA Films for the action fuelled spot

Chevrolet Brings Swagger to Middle East Off-Roading Community in Tahoe Launch Campaign

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

Chevrolet Tahoe is genuinely the official SUV of action. Nobody who’s seen a Hollywood movie or a TV show will argue otherwise. Tahoe 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 customise their cars and use Arabic nicknames to describe different personalities of behaviours. 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. Get ready for the official SUV of action.


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CLIENT 

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 COPYWRITER: Paul Bond

ENGLISH COPYWRITER: Habiba Allam

ARABIC COPYWRITER: Abdulkader Asfari

JUNIOR ART DIRECTOR:  Mayar Essawy 

CREATIVE TECHNOLOGIST: Mihailo Rsumovic

GENERAL MANAGER: David Minkin

BUSINESS DIRECTOR: Jesse Armstrong 

REGIONAL ACCOUNT DIRECTOR:  Conan Gregory

REGIONAL PLANNING DIRECTOR: Ali Marashi

HEAD OF PRODUCTION:  John Hassan 

HEAD OF DIGITAL AND SOCIAL: Saad Naamani

EVP, GLOBAL DIRECTOR OF CONTENT:  Jeff Beverly 

PRODUCTION 

PRODUCTION COMPANY:  RSA Films / Epic Films 

DIRECTOR:  Jake Scott 

DOP:  Carl Nilsson 

EXECUTIVE PRODUCER:  Garfield Kempton 

PRODUCER:  Robbie McAree 

COLOR GRADING:  Company 3 

EDITOR:  David Zavadescu

MUSIC: Mango Jam

Genres: People, Action, Dialogue

Categories: Automotive, Trucks and Vans

McCann EMEA, Thu, 03 Dec 2020 09:22:50 GMT