GM Specialty Vehicles presents a Corvette and driver love story, via MBCS and MIK Studio campaign

GM Specialty Vehicles (GMSV) is bringing the intense love story between drivers and their Corvette to the forefront in a new campaign from MBCS and MIK Studio.

The campaign focuses on the brand new Corvette E-Ray and its involvement with the existing GMSV line-up that includes the Z06 and Stingray models.

It leverages a remixed version of Wet Wet Wet’s 1994 song, ‘Love Is All Around’, to capture and amplify the intimate bond that exists between drivers and their vehicles. Taras Hrubyj-Piper – a local artist – worked with MIK Studio to reimagine the track.

“We wanted to capture that instant connection between driver and machine – the moment your fingers grip the wheel and the surge that flows through to your toes as your foot hits the accelerator. It’s more than just driving; it’s a love story between driver and machine,” explained MBCS creative director, Shanan Goldring.

Shot in Melbourne’s suburbs and at the Lang Lang, the campaign’s spot was designed to demonstrate the power and performance of the new Corvette, showcasing its versatility as a vehicle capable of inner-city and track driving.

“Great car films are always about that rhythm and flow. We had a great opportunity here to play with a music video style, capturing the fluid dance of an incredible star vehicle with a magnetic performance from our cast,” explained director Jolyon Watkins.

“The Corvette lineup brought to you by GMSV is more than just the next generation – it’s next level,” head of Melbourne, Trent Peppercorn, said.

“This is the first time we’ve advertised Corvette in Australia and New Zealand, and we wanted to both give a nod to our loyal Corvette fan base and send an invitation to new drivers; giving them permission to share their love of the drive through this digital first campaign.

“Loyalists love their supercar, like really love them, it’s visceral. Our strategy was to demonstrate the juxtaposition between raucous power and refined innovative performance that puts a song in the hearts of every driver. It’s a feeling that grows stronger every time they’re behind the wheel.

MIK Studio executive producer, Ty Linegar, added: “Working with the MBCS team is always a pleasure. Their unique creative vision paired with the visceral raw power of the new Corvette range meant our team had an incredibly fun brief to work with.”

The platform officially entered the market on October 22.

Credits 

Creative Agency: MBCS 

Managing Director – Olivia Warren 

General Manager – Marshall Campbell 

Creative Director – Shanan Goldring 

Creative – Jacob Abi-Arrage 

Head of Melbourne – Trent Peppercorn 

Head of Strategy – Toby Maclachlan 

Senior Account Manager – Kylie Searle 

Senior Designer – Plinio Nitzsche 

Designer - Dylan Watt 

Client: General Motors ANZ

General Manager Marketing & Communications, GM Specialty Vehicles – Jodie Lennon 

Marketing Specialist – GM Specialty Vehicles – Emily Asta

Marketing Director, GM ANZ- Heath Walker

Digital Marketing Manager, GM ANZ – Cameron Farrant

Product Marketing Manager, GM ANZ – Gervee Sarmiento

Production Partner – MIK Studio

Director – Jolyon Watkins

Executive Producer – Ty Linegar

Senior Producer – Alan Robinson

Producer – Lauren Cooper

Production Manager – Juliet Smith

Cinematographer – Richard Kendall

Composer – Dylan Adams/ Taras Hrubyj-Piper

Sound Design – Bang Bang Studios

Edit – Mr Fox

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Matthew Leong

Matthew is the editorial assistant at Mumbrella. He joined the company at the end of September 2023.

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topics Corvette GM Specialty Vehicles GMSV Jolyon Watkins MBCS MIK Studio Taras Hrubyj-Piper Trent Peppercorn Ty Linegar

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