Chevrolet goes gay as it tries to find a new, new road

Thanks to darling Vladimir Putin we’re all gay these days – or big brands are anyway.

Chevrolet is making a principled stand/jumping on the bandwagon (delete where necessary) of Russia’s anti-gay and lesbian programme by running this ad in NBC’s Winter Olympics spots. From McCann’s Commonwealth presumably.

“When you know what you stand for you know we’re you’re going’ also seems to be a way of injecting a bit of life into its ‘Find New Roads’ campaign, which hasn’t exactly set the world on fire.

If Chevy had stayed with departed CMO Joel Ewanick’s original choice of Goodby Silverstein and just said: ‘lighten up guys’ it would probably have been much better off. But that would be too easy.

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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.

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