Sydney, October 22, 2024: GM Specialty Vehicles (GMSV) has unveiled its newest campaign, a captivating ode to the eighth-generation Corvette lineup. With a focus on the emotional bond between drivers and their beloved cars, this campaign aims to enchant both Corvette enthusiasts and new audiences alike. The campaign, crafted in collaboration with MBCS and MIK Studio under the direction of Jolyon Watkins, artfully combines nostalgia and innovation, embodying the essence of the Corvette experience.
Spotlight on the Corvette E-Ray: A New Era Begins
At the heart of the campaign lies the Corvette E-Ray, seamlessly integrated into the GMSV lineup alongside the iconic Stingray and Z06 models. As the latest evolution in the Corvette family, the C8 E-Ray blends hybrid technology with the timeless performance and luxury that has defined Corvette for decades. This launch marks a milestone in GMSV’s journey, uniting the legacy of high-performance vehicles with a fresh, eco-conscious twist.
“We wanted to capture that instant connection between driver and machine – the moment your fingers grip the wheel and the surge that flows through to your toes as your foot hits the accelerator. It’s more than just driving; it’s a love story between driver and machine,” says Shanan Goldring, Creative Director at MBCS.
Music That Strikes a Chord: “Vette Vette Vette”
In an evocative nod to the past, the campaign reimagines the iconic ’90s track “Love Is All Around,” transforming it into “Vette Vette Vette.” The song underscores the intimate relationship between driver and car, adding an emotional layer to the exhilarating driving experience. Local artist Taras Hrubyj-Piper’s modern twist on this classic song mirrors the balance between nostalgia and innovation that defines the Corvette E-Ray, Stingray, and Z06.
A Campaign That Speaks to Loyal Fans and New Drivers Alike
For the first time, the Corvette is being advertised across Australia and New Zealand, extending an invitation to a new generation of drivers while paying homage to its loyal fanbase. The campaign was filmed across two unique locations—Melbourne’s suburban streets and the Lang Lang proving ground—showcasing the Corvette’s versatility, from track to city driving.
Trent Peppercorn, Head of Melbourne, shares, “The Corvette lineup brought to you by GMSV is more than just the next generation – it’s next level. This is the first time we’ve advertised Corvette in Australia and New Zealand, and we wanted to both give a nod to our loyal Corvette fan base and send an invitation to new drivers. Loyalists love their supercar, like really love them, it’s visceral.”
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Behind the Scenes: A Collaborative Masterpiece
The creative team behind the campaign enjoyed the unique opportunity to blend Corvette’s powerful performance with a music video-style execution, allowing the car to take center stage in a visually dynamic, emotionally charged setting.
“Great car films are always about that rhythm and flow. We had a great opportunity here to play with a music video style, capturing the fluid dance of an incredible star vehicle with a magnetic performance from our cast,” says Director Jolyon Watkins.
Ty Linegar, Executive Producer of MIK Studio, adds, “Working with the MBCS team is always a pleasure. Their unique creative vision paired with the visceral raw power of the new Corvette range meant our team had an incredibly fun brief to work with.”
About GMSV
GM Specialty Vehicles (GMSV) delivers iconic American performance cars like the Corvette to Australian and New Zealand customers, ensuring enthusiasts can experience the thrill of driving a Corvette with right-hand drive (RHD) straight from the factory in Bowling Green, Kentucky.
The new Corvette campaign officially launches on October 22, 2024, across digital platforms, inviting both long-time fans and new drivers to experience the love story between driver and Corvette.
