Come on Joel, you can do a bit better than this to celebrate Chevrolet’s 100th

Chevrolet is celebrating its 100th anniversary as a carmaker (presumably the first ones were preceded by a red flag) and the venerable marque figures high on the priority list of General Motors CMO Joel Ewanick.

Among other things he would like to establish it as a volume player in Europe, possibly in place of current flagging brand Vauxhall/Opel.

So the 100th anniversary seems like a good opportunity to introduce its models to a wider audience although, beware, anniversary ads are often rubbish. Any creativity around is often stifled, sometimes stiffed, as the contemporary equivalent of chairman’s wife advertising is produced.

Ewanick gave GM”s agency arrangements in the US an almighty shake-up when he moved in from Hyundai last year, moving Chevrolet from Publicis to his favourite agency Goodby Silverstein and dropping Cadillac agency BBH from the roster entirely.

Goodby seems to be doing the business in that currently fashionable American hairy-chested way.

But G2/Herezie (not sure if that’s one agency or two but it/they are in London and Paris) strikes out completely with this anniversary effort on the same ‘no more missed opportunities/make it happen’ theme. A missed opportunity actually.

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.