TURNing 1,000,000,000+ skeptics
into 1,000,000,000+ believers.
THE SITUATION
When Chevrolet announced plans to sponsor the biggest (and best!) football club in the world, Manchester United supporters thought Chevy was just another check-writing sponsor that didn’t know anything about the team or the sport.
THE SOLVE
A viral launch film tracing the history of the most iconic shirt in football, from its humble origins to the the new shirt’s debut, featuring cameos from past and present club legends. (even fans from other clubs loved it!)
The response was so overwhelming that Chevy rearranged their media buy to run the film extensively during World Cup.
A few years later, the film has gone viral on TikTok, with 12MM+ views and counting.
THE STATS 34MM+ original views on social channels 3.2BN impressions 2,400+ global press articles 190+ global broadcast clips 28% engagement rate
Most earned media in General Motors history (all brands)
Most earned media in Manchester United history
During the commercial break that immediately followed, this spot aired all over the world:
BONUS TRACK 2
Chevrolet teamed up with JibJab to show fans what it’s like to sign for Manchester United (film directed by me and my partner Emil).
MADE WITH COMMONWEALTH//McCANN IN DETROIT, MI
Creative Chairman: Linus Karlsson
ECD: Andreas Dahlqvist
GCD/AD: Emil Nisowski
GCD/CW: Greg Collins
Account Director: Dave Paxton
Account Supervisor: Derek Chappo
Project Manager: Jenny Hadin
Producer: Craig Mungons
Directors: Joaquin Baca-Asay & Lalou Dammond, Biscuit
Editor: Ted Guard, Rock Paper Scissors
BONUS TRACK 1: During Manchester United’s first home match of the season, a global tv audience of millions watched as 11 disadvantaged children from around the world went onto the pitch as mascots. The starting XI, who were wearing shirts with the children’s names on them. then surprised them by giving them their shirts.