Chevy Suburban
Hollywood Walk of Fame

The Challenge: The Chevy Suburban is a cinematic icon that has appeared in over 1,750 films and television shows over the last 67 years. Despite being Hollywood’s longest-working actor, the vehicle lacked the formal industry recognition befitting its legendary status. Our goal was to transition the Suburban from a background vehicle to a celebrated cultural protagonist.

The Strategy: We petitioned the Hollywood Chamber of Commerce with a unique proposition: if the Suburban were a person, its resume would have earned it a star on the Walk of Fame decades ago. We successfully convinced the Chamber to award the first-ever Hollywood Star to an inanimate object. To maximize the moment, we orchestrated a formal induction ceremony complete with industry veterans and an honorary spokesperson. This was backed by an aggressive earned media strategy designed to hijack the entertainment news cycle.

The Impact: The stunt became a global media sensation and generated 25x the coverage typically seen for Award of Excellence ceremonies. The campaign earned a shout-out on Late Night with Seth Meyers and secured high-profile global placements across major news and entertainment outlets.