The campaign kicks off with a spot showing Legend drawing inspiration for his music as he drives through the streets of New York City in a 2014 Chevrolet Impala.
“John Legend and one of Chevrolet’s most legendary cars, the Impala, are a powerful combination,” said Chris Perry, vice president, Chevrolet Marketing. “Legend’s impeccable style and deep musical accomplishments make him a natural behind the wheel of a car that has demonstrated innovative and smooth style for 50 years.”
Legend claims an authentic connection to Chevrolet and America’s heartland. His first car was a Chevrolet and as a child of the Midwest, Legend has been a vocal supporter and advocate of the resurgence of Detroit and the U.S. auto industry.
“I see a lot of parallels between the renaissance of a classic brand like the Impala and what I try to do as an artist,” Legend said. “I strive to make my music innovative while grounded in a classic style. The Impala is a true classic, yet its understated elegance appeals to me today.”
Spike DDB, Spike Lee’s advertising agency, developed the concept in partnership with award-winning film, music video, and commercial director Anthony Mandler of Believe Media. Together the teams helped Chevrolet and Spike DDB create the ad and accompanying online videos that draw parallels between Legend’s persona and the sophistication of the all-new Chevrolet Impala.
The campaign, which will live alongside the current Impala work, will include radio, print, digital, social media and cinema. It will appear across general market and African American-focused media properties.
***Courtesy of http://media.gm.com
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