
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.
Related News
VML, JVM and Omnicom Take Top Honors at Gerety Awards 2024
VML has been awarded Global Network of the Year, Jung Von Matt Germany wins Global Agency of the Year and Omnicom is Holding Company of the Year
AFX Creative Infuses Post-Production Magic to Highlight Chevrolet's Holiday Campaign
AFX Creative has illuminated the automaker’s heartwarming campaign, dubbed "Mrs. Hayes"
Durable Goods Director Sam Ciaramitaro Revs Up "Corvette Academy"
Durable Goods recently teamed up with Commonwealth to produce a digital campaign introducing the all-new 2023 Corvette Z06
Latest News
Feb. 19, 2025
Clare Lawson Named Global President of Ogilvy One
Lawson's expertise in data-driven marketing, client relations, and strategic growth will propel Ogilvy One forward
Feb. 19, 2025
Amazon's "Moving Day" First Ever Digital ad to Receive Top System1 Score
The digital platform version of "Moving Day", Amazon’s new advert, has scored a perfect 5.9 Stars on System1's Test Your Ad platform