Campaign Spotlight

Campaign Spotlight: Rugged adventure and mateship take centre stage in inaugural campaign for GMSV, via Reprise

SYDNEY, AUSTRALIA — General Motors Specialty Vehicles (GMSV) has launched its inaugural locally produced campaign via performance marketing agency, Reprise. The campaign is the first work created and produced by Reprise since being named GMSV’s creative agency of record in Australia and NZ earlier this year.

The “That’s Boss” campaign introduces GMSV’s Chevrolet Silverado LT Trail Boss to the ANZ market, leaning heavily into the Australian and NZ ethos of ‘mateship’ and adventure, both key characteristics of Aussies and Kiwis.


The campaign’s hero 2-minute video, shot on location in Tasmania, creates a story of a few mates around a campfire reminiscing about the incredible things they’ve done during their day out and about; their adventures aided and abetted by the rugged off-roader vehicle.

Marcelo Andrade, National Head of Strategy, Creative & Content, Reprise said the strategy was simply about telling a compelling story based on true and authentic people behaviour, to drive purchase intent.

“Key to the campaign is the idea that LT Trail Boss is for adventurers who aren’t afraid to cut their own path and ‘Live Big, Roll Strong’ showcased by the vehicle itself doing what it does best; from tackling rocky landscapes to traversing water crossings and towing heavy loads.

“We worked alongside production company Betty Wants In (BWI) to shoot a hero video in an iconic location in Tasmania, selecting local actors to give an extra authenticity and truthfulness to the campaign,” said Andrade.

“And, all of this was done while we were in lockdown. BWI shot in remote Tasmania, while our creative team and client were checking the filming via Zoom and links to check shot by shot action. It was an amazing project to be involved in and we are proud of the result,” he concluded.

Jodie Lennon, GMSV General Manager Marketing, CX and Communications said, “We are absolutely thrilled with this campaign, Reprise just got it. Trail Boss is the pick of the models in the local Chevrolet Silverado range to use when you want to get away from it all. The campaign highlights a variety of vehicle attributes throughout the videos, always doing so with a liberal dose of humour to give the story a genuine feeling of reality and truth,” said Lennon.

“We think the humour, set against adventurous backdrops and rugged activities will really resonate with enthusiasts who will relate to the various ‘That’s Boss’ experiences.”

Launching last week, the 2’ Hero video is supported by more than ten variations of 6”, 15”, 30’, and 60” spots; a series of comic feature-led videos; digital banners; social posts, a series of teaser videos, and more. The campaign will feature across social channels including Facebook, Instagram, and Youtube.



Creative Agency: Reprise
Marcelo Andrade – National Head of Strategy, Creative and Content
Bevan Lewis – Senior Copywriter
Trent Peppercorn – National Strategic & Creative Operations Director
Clare Gill – National Strategy Director
Trent Howe – National Strategy Manager
Cass Jones – Creative Project Manager
Plinio Nitzsche – Designer

Production Company: Betty Wants In
Director – Max Greenstein
Producer – Drew Dunlop
DOP – Marcus Cropp
Motion Camera Op – Chas Mackinnon
Production Designer – Michael Hili
Edit – Betty Wants In
Colourist and VFX – Julien Chichignoud
Sound Design – Jonny Higgins

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