The dedicated agency that creates ads for Chevy, Commonwealth of McCann Worldgroup, just hired experienced automobile sector advertising executive Fabio Costa as it prepares for the rollout of multiple new GM vehicles.
Costa will occupy the post of global chief creative officer at the Chevy-focused McCann agency, Ad Age reports. He comes from an executive position at Saatchi & Saatchi, an agency that handles marketing for Toyota.
Costa’s experience includes a series of high-level advertising positions in Brazil and the U.S., for both automakers and other major companies. His background includes ad campaigns for companies as varied as Miller Lite, Disney, Geico, BFGoodrich, and Netflix, among others.
The new Commonwealth chief creative officer says he is “reenergized to be working for one of the best brands in the world.” He replaces Gary Pascoe, who left the agency several months ago. Commonwealth has redefined the post somewhat to match its new objective of advertising Chevy “as a global brand.”
The need for a new, highly experienced head of the agency’s creative department appears to be urgent. As Chevrolet National Dealer Council chairman Keith McCluskey says, the Chevy brand is about to launch “an onslaught of product over the next 18 to 36 months like never before.” This “onslaught” will include both ICE vehicles and EVs.
Commonwealth/McCann has created several highly popular Chevy ads in recent years. Its summer 2021 Cat ad for the Chevy Silverado, featuring a stick-retrieving cat named Walter (actually played by seven different felines), drew almost 1.4 million YouTube views within the first few months. The ad was even dubbed the “best commercial of 2021.”
The agency also produced a 2022 Super Bowl ad for the 2024 Chevy Silverado EV using actors and themes from the popular television show The Sopranos. Commonwealth/McCann received an ANDY award in the “Craft” category for the Silverado EV TV spot, alongside two other ANDY awards for different advertisements.
2022 also saw the GM focused agency air another “Walter the Cat” ad, showcasing more dog-like actions from the fictional, composite feline and advertising the Chevy Silverado Trail Boss. Commonwealth/McCann’s ad was one of six advertisements nominated for a 2022 Emmy Award in the Outstanding Commercial category later in 2022, though it did not actually win the award.