Chevy Silverado
NBC Playmaker

The Challenge: How do you introduce the Silverado ZR2, the most game-changing off-road pickup in Chevy history, during the loudest TV event of the year? With 26 million viewers tuned into the NFL season opener, a standard commercial break wasn't enough to break through the noise. We needed to command attention by making the truck feel like a vital part of the broadcast itself.

The Strategy: We executed a broadcast "hijack" by blurring the lines between advertising and live sports. Partnering with NBC’s veteran sideline reporter Michele Tafoya, we produced a segment that utilized authentic network graphics and sportscasting-style editing to remain virtually indistinguishable from the game. The creative featured the ZR2 alongside a diverse roster of icons, including Chris Pratt, Chase Elliott, Breland and Chad Hall, to demonstrate how the vehicle’s elite capability fits into every lifestyle, from the ranch to the stage.

The Impact: The campaign successfully turned a traditional ad buy into a cultural "moment," reaching 26 million live viewers with a seamless integration. By adopting the visual language of the NFL, we bypassed the "commercial break" mental filter, proving the Silverado ZR2 is the ultimate playmaker and establishing it as a dominant force in the off-road category.