Chevy x Breland
TikTok Takeover

The Challenge: For 20 years, truck ads have featured the same "man-in-plaid-tossing-lumber" trope. But with Millennials and a more diverse audience overtaking the market, Chevy needed to trash the stereotypes and meet the new generation on their home turf.

The Strategy: We identified BRELAND and his viral hit "My Truck" as the perfect cultural bridge. We designed a TikTok-first campaign featuring a reimagined version of the song, rewriting lyrics to show how the Silverado ZR2 fits into every lifestyle—from the stage to the ranch.

The Impact: A Shorty Award Finalist that smashed platform benchmarks. The campaign completely shifted brand perception and proved Chevy could create the authentic, "un-corporate" content TikTok viewers actually crave.

Highlights:

• 112M+ video views (69M first-day impressions)

• 36% higher average watch time than TikTok’s benchmark

• 35,000 user-generated TikTok videos

• 15% engagement rate

• 178,000 followers gained on TikTok

• 4x above the Kantar norm for ad recall

• 2x above the Kantar norm for brand favorability