Commonwealth//McCann and Chevrolet Make the Silverado a Cover Star

In a boundary-pushing campaign, Commonwealth//McCann and Chevrolet are putting the all-new Silverado right where it belongs: front and centre. As a way to introduce the redesigned truck to new audiences, the Silverado is taking a star turn on the front covers of high-end and special interest print publications including Rolling Stone, GQ, Bon Appetit and ESPN The Magazine. 

The covers were designed with each magazine’s readership in mind, showing how the All-New Silverado fits into the subject matter of each specific publication. The imagery also reflects each publication’s unique design aesthetic. On the cover of Rolling Stone — we see the “Stone” from the masthead resting in the bed of a Silverado. GQ features a beauty shot of the Silverado’s luxury interior with the line “Slip into something more comfortable.” For Bon Appetit, a close-up of the Silverado’s grille with the headline “GRILLING.” And ESPN The Magazine has an action photo of the Silverado and the line “Beast Mode.”

Each magazine also includes an interior ad spread, but being on the front cover provides a much higher level of impact — especially when amplified by social media. It’s an innovative way to leverage a very traditional medium while also introducing new audiences to the all-new Silverado.