GM Specialty Vehicles demonstrates relationship between Corvette and driver is a beautiful love story in latest campaign via MIK Studio and MBCS 

As GMSV prepares to unleash its new campaign featuring their eighth Generation Corvette lineup, this campaign will captivate Corvette enthusiasts and new customers alike, turning the excitement around this iconic vehicle range up to 11. Developed in collaboration between MBCS, our creative partners MIK Studio, and renowned director Jolyon Watkins, the campaign pays tribute to the Corvette’s driver-centric experience, blending nostalgia with the innovative spirit that defines the brand.

The launch of the Corvette campaign, with a spotlight on the all-new Corvette E-Ray and its integration into GM Specialty Vehicles existing lineup of Stingray and Z06 models. Corvette continues to be the pinnacle of the GMSV portfolio, representing a legacy of high-performance vehicles that embody precision, innovation, and luxury. The C8 E-Ray launch marks a new era, blending Corvette’s iconic heritage with modern hybrid technology, designed to captivate both loyal customers and attract new enthusiasts.

Speaking directly to our audience’s deep love for nostalgia and the thrill of driving, the campaign features a reimagined version of the iconic ’90s track “Love Is All Around”—this time reinvented as “Vette Vette Vette”, an obvious play on the vehicles’ name. The song underscores the intimate connection between driver and machine, capturing the emotional bond shared behind the wheel and in the cockpit. Set against the backdrop of Corvette’s three models—the E-Ray, Stingray, and Z06—the music elevates the experience of performance, precision, and passion that each Corvette brings to life, both on the road and the track.

MIK Studio collaborated with local artist; Taras Hrubyj-Piper, to create a fresh yet nostalgic version of the iconic song, amplifying the emotional connection between the Corvette and its drivers. Because, after all, no great show is complete without the perfect soundtrack and sound effects.

Says Shanan Goldring, creative director, MBCS: “We wanted to capture that instant connection between driver and machine – the moment your fingers grip the wheel and the surge that flows through to your toes as your foot hits the accelerator. It’s more than just driving; it’s a love story between driver and machine.”

Says Trent Peppercorn, head of Melbourne: “The Corvette lineup brought to you by GMSV is more than just the next generation – it’s next level. This is the first time we’ve advertised Corvette in Australia and New Zealand, and we wanted to both give a nod to our loyal Corvette fan base and send an invitation to new drivers; giving them permission to share their love of the drive through this digital first campaign. Loyalists love their supercar, like really love them, it’s visceral. Our strategy was to demonstrate the juxtaposition between raucous power and refined innovative performance that puts a song in the hearts of every driver. It’s a feeling that grows stronger every time they’re behind the wheel.

Filmed at the Lang Lang proving ground and in suburban Melbourne, the spot showcases both the ultimate track experience and the versatility of inner-city driving, balancing personality and performance while spotlighting the entire Corvette lineup.

Working with the MBCS team is always a pleasure. Their unique creative vision paired with the visceral raw power of the new Corvette range meant our team had an incredibly fun brief to work with.” says Ty Linegar, Executive Producer of MIK Studio

Says Watkins: “Great car films are always about that rhythm and flow. We had a great opportunity here to play with a music video style, capturing the fluid dance of an incredible star vehicle with a magnetic performance from our cast.”

In 2021, GMSV officially introduced the factory built RHD Corvette to the Australian and New Zealand markets. This marked a historic moment, as it was the first time in Corvette’s history that Aussie’s and

Kiwi’s could purchase a Corvette directly from a GMSV Dealer, built as RHD from the factory in Bowling Green, Kentucky.  The campaign launches in market October 22, 2024.

Creative Agency: MBCS
Managing Director – Olivia Warren
General Manager – Marshall Campbell
Creative Director – Shanan Goldring
Creative – Jacob Abi-Arrage
Head of Melbourne – Trent Peppercorn
Head of Strategy – Toby Maclachlan
Senior Account Manager – Kylie Searle
Senior Designer – Plinio Nitzsche
Designer – Dylan Watt

Client: General Motors ANZ
General Manager Marketing & Communications, GM Specialty Vehicles – Jodie Lennon
Marketing Specialist – GM Specialty Vehicles – Emily Asta
Marketing Director, GM ANZ- Heath Walker
Digital Marketing Manager, GM ANZ – Cameron Farrant
Product Marketing Manager, GM ANZ – Gervee Sarmiento

Production Partner – MIK Studio
Director – Jolyon Watkins
Executive Producer – Ty Linegar
Senior Producer – Alan Robinson
Producer – Lauren Cooper
Production Manager – Juliet Smith
Cinematographer – Richard Kendall
Composer – Dylan Adams/ Taras Hrubyj-Piper
Sound Design – Bang Bang Studios
Edit – Mr Fox