Chevrolet's total redesign of the Impala is called "Made to Love," referring to John Legend's new single. The song by the nine-time Grammy winner is featured in Impala's new marketing campaign, which debuts on Game 7 of the NBA Finals on ABC tonight.
The campaign kicks off with a spot showing Legend drawing inspiration for his music as he drives through the streets of New York City in a 2014 Chevrolet Impala.
Per GM, Legend's first car was a Chevrolet; he has been a vocal supporter and advocate of the resurgence of Detroit and the U.S. auto industry.
Spike DDB, Spike Lee’s advertising agency, developed the concept in partnership with award-winning film, music video and commercial director Anthony Mandler of Believe Media. Together, the teams helped Chevrolet and Spike DDB create the ad and accompanying online videos. Both draw parallels between Legend’s persona and the sophistication of the Impala.
The campaign, which will live alongside the current Impala work, will include radio, print, digital, social media and cinema. It will appear across general market and African American-focused media properties.