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Wild Plum's Ericson Core Captures Real Moments in New Campaign for Chevy Silverado

(January 24, 2012)
DMN Newswire--2012-1-24--
For a poignant new campaign for Chevy Silverado, ad agency LatinWorks turned to Director/DP Ericson Core of Wild Plum. The two spots, ?Big Red and ?In Trouble, focus on real bonding moments between fathers and sons.

?Big Red opens on a young boy who pulls his red wagon full of blocks around his neighborhood, using them to fill cracks along the sidewalks and walls.

With a laser-like focus on his repair work, he makes his way down the street, nodding and waving at friendly neighbors and deliverymen. The boys eyes suddenly light up upon seeing his dad and his red Chevy truck, filled with bricks, parked in the driveway. As the two embrace, the touching spot concludes with the tagline, ?Chevy runs deep. 

?In Trouble, a father is clearly upset with his two sons, who are completely covered in mud in the backseat of his Chevy truck. Seeing the remorse in their eyes, he has a change of heart and decides to play himself, off-roading with his Chevy through the mud to his boys delight. In the end, father and sons have a blast rinsing off the truck and each other in the driveway.

To view the spots, please visit:

Core had previously collaborated with LatinWorks on a campaign for Lowes and was excited to work with the agency again.

?This campaign was not a hard sell about the quality or performance of the truck, explains Core. ?It was about creating an emotional connection, and capturing those special moments in life that we experience as parents and kids. I found these stories so wonderful, and really loved where the agency was going. These are sweet powerful stories, but we wanted them to feel genuine, not sappy.

To achieve this, Core and the creatives downplayed the performances, focusing instead on finding the real moments between the actors and documenting them. 

?I deeply connected with the story in ?Big Red, concludes Core. ?My 7-year-old son loves to build, and it always brings a tremendous smile to my face when he wants to help or work with me. Were completely immersed in this earnest young boys world until we reveal his father in the driveway, and the metaphor of the red truck and wagon. For both spots, it was less about complex effects or sugarcoating, and more about quality storytelling -- allowing the actors to explore and find the authenticity in simple performances.

Client: General Motors / Chevy
Spot Titles: ?Big Red & ?In Trouble
Airdate: January 23, 2012
Ad Agency: LatinWorks
President, CCO: Sergio Alcocer 
VP Group Director: Charles Neugebauer 
Creative Director: Erik Hernandez 
Creatives: Morris Davila, Roberto Casillas & Seth Taylor 
Producer: Michael McLaughlin 
Production Company: Wild Plum
Director/DP: Ericson Core
Executive Producers: Shelby Sexton & Sandy Haddad
Where Shot: Pasadena, CA (?Big Red) & Calabasas, CA (?In Trouble)
Editorial Company: Union Editorial

About Wild Plum:
Boutique production house Wild Plum was founded in 2007 by industry veterans Shelby Sexton and Alisa Allen. Sexton, executive producer, and Allen, CFO, boast over two decades of combined experience, both having extended stints at the renowned Plum Productions.Based in the heart of Venice, Wild Plum handles some of today's most exciting directorial talent and is dedicated to producing not only traditional commercials, but also new creative content in the fast-paced and ever-changing production industry. Its roster currently includes Kamp Grizzly, Kieran Walsh, Ericson Core, Shane Drake, Mike Goubeaux, and Jan De Bont. 

Recent projects include campaigns for Adidas and Target directed by Kamp Grizzly, Paramores ?Monster music video directed by Shane Drake, Dials ?Oath commercial helmed by Ericson Core, and its eight season of branded content for ?American Idol and Ford.

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Related Keywords:wild plum, Chevy, Silverado, Ericson Core, production, advertising, LatinWorks


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