2018 marked Chevrolet’s 100th year anniversary building and selling trucks in the United States. Celebrating that milestone was important to the brand, its fans and followers, as well as for Chevy’s truck business, so we did not want to miss the opportunity. At the same time, we did not want to be purely nostalgic.

Our objective was to execute that celebration in a forward-focused, rather than backward-looking, way. With that in mind, we had a simple brief: “Chevy Trucks: 100 Years of Building the Future.”

As we looked back over past work done to market Chevy trucks, we noticed there were key themes, phrases, and words that were still in play today. They had become central to the Chevy Truck image and lexicon. That insight drove the creative, which illustrates how consistent Chevy Trucks have been over 100 years, even as they have modernized and evolved.