THE METICULOUS GRANDPA

Silver Spike
TitleTHE METICULOUS GRANDPA
BrandGM KOREA
Product / ServiceCHEVROLET THE NEXT SPARK
CategoryA05. Cars & Automotive Products & Services
EntrantCHEIL WORLDWIDE Seoul, SOUTH KOREA
Idea Creation CHEIL WORLDWIDE Seoul, SOUTH KOREA
Media Placement CHEIL WORLDWIDE Seoul, SOUTH KOREA
PR CHEIL WORLDWIDE Seoul, SOUTH KOREA

Credits

Name Company Position
Wain Choi Cheil Worldwide Chief Creative Officer
Jaehyuk Jang Cheil Worldwide Creative Director
Changyun Baek Cheil Worldwide Art Director
Sunyoung Cho Cheil Worldwide Art Director
Anna Oh Cheil Worldwide Art Director
Eugene Park Cheil Worldwide Copywriter
Jungwook Kim Cheil Worldwide Copywriter
Young Choi Cheil Worldwide Copywriter
Joohwan Kim Cheil Worldwide Account Director
Eunji Kim Cheil Worldwide Account Executive
Sungchul Park Cheil Worldwide Account Executive
Kibum Kwon Cheil Worldwide Account Executive
Youngjin Oh Cheil Worldwide Agency Producer
SONYEON SONYEON Productions Director
Zonkyo Lee E.O Post Editor
Sungwook Byun Seoul Vision Corp Visual Effects Supervisor

Brief Explanation

In 2017, The Next Spark faced a big challenge as the main competitor’s full changed model was launched. We found our opportunity in Spark’s safety. We discovered that consumers easily put off safety when buying their own cars but when purchasing cars for their loved ones (wives or children), they prioritize safety. Based on this consumer insight, we could develop a story of our hero, a fastidious old man, who buys a mini car. In the story, our hero visits the Chevrolet retail store almost everyday to learn how safe and reliable the Spark is. At the end, the twist is revealed that the hero was only choosing the car strictly as it was a gift for his granddaughter. Here, we wanted to deliver a message that you must choose mini cars with proven safety because the ones dearest to you will drive it.