Some new Chevrolet models, such as its trucks, began a subtle but radical change a few months ago: the classic gold 'bowtie' of the brand's logo became black. The brand's recent design changes, such as bolder grills and sportier lines, make the slogan 'find new ways' a reality that is born in the automotive design tables and is embodied in the driving experience.

To capture these advances of the brand, Commonwealth // McCann created the Black Bowtie campaign, where it exhibits the black logo as an analogy of the dark side that we all have.

In this way it reflects that part inside of all of us that invites us to get out of the norm, out of the usual mold. The initiative is primarily a celebration of people with this attitude rather than a sample of changes in the product.