From March 10, 2014 – Advertising Age: Ad Campaigns Are Finally Reflecting Diversity of US – By Natalie Zmuda
Tim Mahoney saw the potential for trouble.
As part of Chevrolet’s “Find New Roads” campaign, the brand’s chief marketing officer helped create a commercial that would break on the Sochi Olympics featuring family vignettes, including gay and interracial couples. The theme: “The new us.”
Before greenlighting the spot, Mr. Mahoney reviewed the Commonwealth-created campaign with senior executives and several hundred local marketing associations. The automaker’s communications teams were also prepped to respond to negative feedback. “The dealers acknowledged it might upset some people,” said Mr. Mahoney. “But fundamentally they also get its about expanding the desirability of Chevrolet and bringing more people in.”
Ultimately, he said, the message was to “reaffirm that Chevrolet is a new company with a new way of thinking. … It’s an acknowledgement that America has changed.”