Traditional sponsorship was looking less appealing and General Motors, a new and enormously important client, no longer wanted to be a “checkbook”, but a meaningful collaborator, a creator of its own content. It was no longer advisable to interrupt what people were interested in but instead to become what they were interested in. The Agency was thusly tasked with selling an original show to a network, a show that GM would own and the network would produce at its own expense. No more time buys. No more Must buys. The Agency had to build something that would sell based on its own merit. Together with its client, The Agency and GM made a bold decision to change the paradigm

By truly listening to what their network partner, Turner, was buying and who their audience was, Story Lab, GM, and Bunim Murray Productions were able to join forces to custom tailor an experience that would entertain Tru TV’s audience - not just the hardcore car enthusiasts, but everyone who drove a car at all. Together the brand, agency and network created a show that would appeal to more than just care enthusiasts. Each episode featured Chevy’s relationships like NASCAR, Hot Wheels and Transformers. Viewers got to experience firsthand how Chevy inspires the most beloved sports, movies, toys, racing and culture.

The resulting product became the largest production endeavoured by TruTV to date. Motor City Masters has garnered international interest for adaptation and syndication and helped to launched the careers of talented design visionaries into the highly competitive world of automotive design.

--Over 50+ countries signed on thus far for distribution

In the Nielsen In-Program Placement study conducted at the conclusion of the season the following key take-aways were found (Source Attached):

-- Chevrolet branding was exceptionally high with an increase more than double the Chevrolet norm

-- This branding had very low misattribution to competitive autos

-- Motor City achieved a +55% lift in Brand Opinion and +62% in Purchase Consideration, significantly above historic benchmarks

-- Seamless Fit was 42% higher than the automotive norm and 28% above Chevrolet norms