Ready for sand blast-off.
Launching the Tahoe in the Middle East.
Chevrolet was launching its first off-road, desert capable version of its popular SUV, Tahoe. These print-ads served as teasers prior to the launch.
A grain of an idea.
As a Global Creative Director part of my role is supporting the market creative teams around the world and ensuring Chevrolet’s brand voice remains the same no matter the language. My partner and I traveled to Dubai to work side-by-side with the MEO team and I’m proud to say that our efforts led to the launch film you see here. It was a total team effort.
Breaking the law.
Sort of.
In the Middle East, competitive advertising is against the law. These print ads didn’t necessarily break the law, but we certainly bent it. The Nissan Patrol and Toyota Land Cruiser are Tahoe’s biggest competitors as well as the two most popular SUVs in the Middle East. These subtle headlines cleverly name checked Patrol and Land Cruiser, going off-road while staying on the right side of the law.
