Ad of the Day | Chevrolet's 100 Years in Brazil: Fernanda Torres Narrates the Brand's Legacy and Future

Feb. 05, 2025

This year, Chevrolet is celebrating a historic milestone: 100 years in Brazil. To mark the occasion, the brand has launched an institutional campaign created by WMcCANN Brazil, portraying Chevrolet’s evolution alongside Brazil’s history over the past century and reaffirming its commitment to continued innovation and shaping the future.

The film is narrated by actress Fernanda Torres, a Golden Globe winner and a 2025 Oscar nominee for Best Actress. The video takes viewers through key moments in Brazilian history, including the achievement of women's voting rights, the Diretas Já movement, World Cup victories, and the challenges faced during the pandemic. More recently, the narrative highlights the impact of Chevrolet’s electric vehicles in redefining the national automotive landscape.

In each scene, cars gradually take shape, symbolizing Chevrolet’s presence at historic milestones and its role in building the future. The original soundtrack captures the essence of Brazil, evoking a sense of evolution and pride.

Guilherme Arruda, CMO of GM South Americahighlighted:

"Chevrolet’s 100 years in Brazil celebrate not only the brand’s history but also the journey of generations of Brazilians who have built their lives alongside us. This campaign embodies Chevrolet’s legacy, which has always been present at the most significant moments in the country’s history, while we continue looking ahead with the same commitment to innovation that has brought us this far."

 

Hugo Rodrigues, Chairman of McCANN Worldgroup reinforced:

"Reaching the top of a segment is already a great achievement, but maintaining that leadership for 100 years while continuing to innovate and shape the future is a true testament to the Chevrolet brand’s strength. More than just celebrating a milestone, this is a historic and inspiring moment that transcends the automotive industry. At WMcCANN, beyond congratulating Chevrolet, we take immense pride in and express our gratitude to its employees, dealers, and executives for allowing us to be part of such a successful journey—marking the beginning of the next 100 years toward the future."

 

With the message “Every time we look back, we only see the future,” the campaign was produced in partnership with Lobo and underscores the brand’s ongoing commitment to innovation and progress, forging a connection between the past, present, and future. The production concept features a camera acting as an omnipresent observer, witnessing different eras. The film integrates visual engineering, initially designed in a digital environment, creating a unique frozen-time effect while maintaining narrative fluidity. The goal was to ensure that viewers instantly recognize the historical context of each scene, evoking memories through a visually immersive retrospective. To achieve this, a meticulous study of each period was conducted, covering art direction, costumes, and makeup.

The campaign includes a comprehensive 360º media strategy, featuring: a 60-second flagship film airing nationwide, 30-second versions broadcast on free-to-air TV, PayTV, and digital platforms, Internal marketing initiatives and dealership activations, print media, digital presence, partnerships with content creators, and out-of-home advertising.