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Company: General Motors Corp.
    View Company Scorecard / Contact Company
Brand: Chevrolet
Ad Title: #TheNew - Olympics
Business Category: Automotive
Media Outlets: Television
Country: United States
Region: US National
Agency: Commonwealth
Year: 2014
Target: Gays & Mainstream
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Theme(s)

Same-Sex Couples/Families

Theme Breakdown

AdRespect Score: 
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As part of its #TheNew campaign, debuted during the opening ceremony of the Sochi Olympics, a narrator says, "Like the old love, the new love starts with a kiss." Various clips show people proposing using the computer and texting on phones. One clip, called Video of the Day on a website, shows a biracial male couple (Francis + Cassius) getting married in Cape Cod.

It also features a clip of Jack Andraka, the amazing gay 15-year-old scientist who developed a test for pancreatic cancer.

This was one of two gay-inclusive spots from Chevrolet on the Olympics opening ceremony, accompanied by an inclusive Coke commercial that made its debut during a week earlier on the Super Bowl. It is the first time any advertiser has done so during the Olympics.

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