For the launch of the all-new Silverado, we created a thirty minute informercial featuring NFL legend Howie Long and Gary White, lead engineer for Chevy Trucks. The concept was simple: to have the guys talking casually about the new Silverado (b.s.-ing like ordinary truck owners) and to show the vehicle getting stuff done.
The 28-minute spot, as well as subsequent versions, were written so that shorter, more focused videos could be created for use on the web and cable on-demand services.