Chevrolet is celebrating a century in Brazil with a powerful new campaign, created by advertising agency WMcCANN Brazil, that traces the brand’s evolution alongside key moments in the country’s history.
Narrated by Golden Globe winner and 2025 Oscar nominee for Best Actress Fernanda Torres, the campaign highlights Chevrolet’s lasting impact on Brazilian culture and its commitment to innovation.
The short film takes viewers through defining historical milestones, from the achievement of women’s voting rights and the Diretas Já movement to Brazil’s World Cup victories and the challenges of the pandemic.
It also spotlights the country’s transition toward electric vehicles, with Chevrolet playing a key role in shaping the future of mobility.
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Guilherme Arruda, CMO of GM South America, emphasized in a statement that Chevrolet’s centennial in Brazil is more than just a corporate milestone.
“Chevrolet’s 100 years in Brazil celebrate not only the brand’s history but also the journey of generations of Brazilians who have built their lives alongside us.
This campaign embodies Chevrolet’s legacy, which has always been present at the most significant moments in the country’s history, while we continue looking ahead with the same commitment to innovation that has brought us this far.”
Produced in partnership with media production company Lobo, the campaign’s visuals use digital engineering to create a unique frozen-time effect, seamlessly integrating historical references with modern-day advancements.
The project involved extensive research in art direction, costume design, and makeup to accurately depict each era.
With the message “Every time we look back, we only see the future,” the campaign spans multiple platforms, including a 60-second national TV spot, digital activations, print media, and out-of-home advertising.
It also includes internal marketing efforts and dealership activations, reinforcing Chevrolet’s connection to Brazilian consumers and its forward-looking vision.
100 Years Later, Still Moving Forward
The brand film begins with a couple posing for a photo in front of a Chevrolet. As the frame freezes, the camera pans right, and the car transforms while a women's protest unfolds in the background.
The Chevrolet evolves again, now appearing at a construction site where workers stand and labor inside a shed.
Next, the car shifts to a bold red, equipped with a speaker on top, as protesters take to the streets behind it.
A flag lands on the Chevrolet’s roof, with crowds in the background celebrating what appears to be a national sports festival.
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The scene transitions to the modern era, capturing smiling faces. A Chevrolet sits in the background, and as a man steps out, another transformation begins.
The car drives down a road, metallic parts assembling and locking into place around it, bringing the film to a close.
Chevrolet’s 100-year journey in Brazil is a testament to its ability to evolve. As the auto industry moves toward sustainability and digital innovation, the brand’s focus on electric vehicles and cutting-edge technology keeps it ahead of the curve.
This campaign isn’t just about celebrating the past — it’s about showing customers, both loyal and new, that Chevrolet is here to shape the future of mobility.
Previously, Chevrolet’s brand film in the U.S., "The Sanctuary," captured the warmth of family and nostalgia as a father and son take a Thanksgiving drive in their 1978 Chevy C10.
