General Motors highlights the brand’s sponsorship of the Southwestern Athletic Conference (SWAC) and commitment to Historically Black Colleges and Universities (HBCUs) in a new campaign, titled “Make History”.
“We are exactly what you think. We are not at all what you think. We are shared history. Proud. Enduring. Essential. We’re a powerful present. Often imitated, but well, you know there is. We are a limitless future opening new doors, new ways, new everything. The past, present, and future, all in one. Because the best way to honor our history is to make history,” hip-hop legend Scarface, who serves as voiceover, says in the 60-second spot, created by agency Majority and directed by Grammy-winning director Alan Ferguson, which features a diverse cast of Black athletes, artists, engineers, and scientists (the ad celebrating also the Black History Month). Filmed on Southern University and Prairie View A&M University campuses, the commercial shows students and alumni displaying their HBCU pride and also various GM vehicles, including Chevrolet Blazer EV, 2024 Chevrolet Equinox EV 2RS, GMC Hummer EV Edition Pickup, Buick and Cadillac LYRIQ 2023.
The soundtrack is a song titled “Stay On It”, from legendary Black composer Julius Eastmen.
The ad debuted nationally during SWAC sporting broadcasts on March 11 on ESPN+ and ESPNU and is set to run throughout 2023.
“We wanted to show the stories that few get to witness: the lesser-known athletes, scientists, engineers, artists, musicians, and makers who all help to write the next powerful chapter of the SWAC’s legacy, all while featuring our amazing Chevrolet, Buick, GMC and Cadillac vehicles,” Tarshena Armstrong, GM director of Diversity Marketing and Development, said in a press statement.
