Brutally Smooth

- Chevrolet

Brutally Smooth” was the launch campaign for the new 2025 Chevrolet S10, which entered the market with a surprising feature for the pickup category: a more comfortable and quieter suspension, without compromising the power the model is known for. The creative concept emerged from this very duality, strength and smoothness, aiming to challenge the traditional codes of the pickup truck universe.

The main film subverts expectations by showing a woman peacefully sleeping in the passenger seat while the S10 navigates rough terrain. Instead of the usual aesthetic of mud, adventure, and ruggedness, we opted for a more sensitive and visually refined language. Precise art direction and 3D animations helped amplify the contrast between toughness and comfort in a striking way.

Guided by the concept “Because your daily life is tough, but your truck doesn’t have to be,” the campaign resonated with an audience that values performance but also seeks comfort in everyday driving. In a market historically shaped by hard-hitting and conservative messaging, “Brutally Smooth” repositioned the S10 with freshness, authenticity, and sophistication, proving that even the toughest categories can evolve with creativity.

Agency: WMcCann
CCO: Dani Ribeiro/Hugo Rodrigues
Creative Director: Andre Leotta/Carol Patrocinio
Art Director: Isabele Ramos
Copywriter: Eveline Farina