Chevy has always been a favorite brand among African-Americans. So when General Motors redesigned two of its most popular Chevy models-the Impala SS and the Malibu-it focused on two of its most dedicated African-American consumer types: Male Youth (Urban) ages 25 to 35 and Christian Loyalists (Gospel) ages 25 to 54. To reach these very different audiences while maintaining a consistent “Chevy” look, we used Rap and R&B stars like Mary J. Blige and T.I. for the Urban market and serene “heavenly” colors and backgrounds for the Gospel market-all the while utilizing the bold, graphic look and short, punchy tone that has become synonymous with the Chevy brand.
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