Today we are revisiting some previous work for Chevy, which incidentally is all about revisiting moments and places of the past.
In the sixty second spot for Chevy’s 100 year anniversary entitled “Then & Now,” we sourced images across decades of Chevy cars in all of their iterations. Based on a creative brief from Rick Condos and Hunter Hindman, then at Goodby and now frequent collaborators with STALKR at their own outfit, Argonaut, we worked with the sources of these photographs, some near impossible to track down, to find the exact locations of each picture and so they could recapture them in modern time.
The spot opens with a 1924 photo of a family with their brand new Chevy as they trekked across country to their new homestead in Montana. STALKR tracked down the baby in his father’s arms, now a ninety-year old man from his memoir of life as a genuine cowboy. This is followed by a shot of a young man on the hood of a 1964 Chevelle Malibu watching planes take off from McCarren Airport in Las Vegas. Another image was taken of a work truck in the mountains of Oregon in the 1930’s Works Progress Administration. The iconic American car culture family vacation moment of driving through a tree in the California redwood forest is another moment captured. We chased a North Dakota State University 1956 Track Team member by matching the image of him running with a torch from Fargo to Bismark, in the company of a Chevy Wagon, to yearbook photos and showing the picture to dozens of alumni. We listened to loving memories of a recently deceased husband and grandfather in a “Just Married” photo from 1946 that the couple’s granddaughter had submitted for a photo contest that put the image on our radar. So many unexpected, sometimes joyful, sometimes bittersweet and always human moments were shared with us through the sourcing of hundreds of images for this spot.
If a picture is worth a thousand words, this sixty seconds is packed with a million memories. Watch above.
Los Angeles
