GM Tracker

McCann Erickson SP 2020-11-06

The Chevrolet Tracker is the best-selling SUV in Brazil. To promote the launch of its newest model, WMcCann agency and Lobo created a film that draws a parallel between the evolution of SUVs and the transformations in video game technology – represented by the successive stages in a game.Directed by Ricardo Carelli, the film starts with a series of urban shots filmed in São Paulo, where buildings, vehicles and various pieces of street furniture are transformed into blocky, pixelated versions of themselves, reminiscent of the earliest video game systems of the late 70s/early 80s. The whole landscape then becomes the setting of a high-speed racing game, with boxy cars zipping through a three-dimensional 8-bit world.The subsequent stages in the game represent each a new advancement in technology, with the graphics becoming increasingly refined – until the game restarts and the real, new and improved Tracker bursts through a pixel wall back into our real world, for a stunning performance sequence.The vintage video game inspiration in this campaign is filtered through a contemporary lens, where low-resolution visuals are combined with dynamic 3D camera moves, balancing the nostalgia with a forward-looking approach.