General Motors launches ‘Century of Trucks’ with Carat MENA and DMS Studio


General Motors has launched a new video series to celebrate one hundred years of Chevrolet Trucks. Collaborating with DMS Studio, the campaign will see the launch of a branded entertainment series that documents the restoration of a 1967 Chevrolet truck.

Challenged with reinvigorating brand love for Chevrolet trucks and sustaining momentum for the existing Silverado, Carat proposed the idea to link the retail campaign for the 2018 Limited edition Silverado 100, with the opportunity to win the bespoke, custom built vintage Chevrolet truck featured in the content.

With only one hundred units of the Limited edition model on sale, each with custom accessories and decals, one lucky winner will also walk away with the vintage model added to their collection. The Century of Trucks branded content strategy follows the story of well-known Emirati influencer Hamoody Bamby and the legendary restoration expert Bear Garcia of Pimp My Ride and West Coast Customs fame. The pair embark on a journey to transform and restore a 1967 Classic Chevrolet truck to modern day standards, with the design taking inspiration from Arabic style and heritage.

The video series, which will be aired on Chevrolet Arabia’s YouTube channel, will drive traffic and interest to the retail campaign promoting the exclusive 100 units of Silverado 100’s for sale in the UAE.

Speaking about the campaign, Alex Jena, Group Director – Carat, said: “The Century of Trucks campaign represents an important milestone for the iconic Chevrolet brand and we wanted to do something special to celebrate that. This campaign has the consumer experience at its heart, combining great content with brand commerce to drive appeal for the limited edition Silverado 100. ”

Ahmed Soudodi, Head of Brand - Chevrolet, added: “This year we wanted to pay homage to Chevrolet’s past ahead of launching the all-new generation of Silverado trucks in 2019. In celebrating the brand’s heritage, we have built a truck that our fans can truly be proud of and invited them all to be part of the transformation journey. This campaign has seen so many exciting elements coming together and we are proud to be innovating in the branded content and commerce space to engage with our consumers in a way that is personal and tailored to them.”


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