Se Cocina Español

Chevrolet

Solution

Literal and symbolic vehicle of transmission.

Set in natural settings, the series explored Aarón’s Mexican heritage and his relationship with his son, Yuma, using the Silverado as a literal and symbolic vehicle of transmission.

11m+

Impressions and 5M video plays across web, social, and mobile.

Channels

Distributed via OLV pre-roll and paid social

Landing pages

Featured across Cocina and Chevrolets landing pages.

Connections

Successfully linked brand utility with emotional storytelling.

Background

Chevrolet wanted to highlight the Silverados off-road capabilities while resonating emotionally with Hispanic auto-intenders by celebrating heritage and personal journeys.

Approach

We created Se cocina Español, an outdoor culinary series hosted by Chef Aarón Sánchez. It fused nature, food, and family legacy passing down traditions through cooking and storytelling.