In China, black is often associated with negativity, misfortune and illegality, and is

unaccepted and hated by the public; most brands avoid making their logos, products or ads in black. Therefore, when Chevrolet launched the black bowtie car model, most Chinese consumers could not accept it, and the attention and sales of it stayed low. This campaign aims to straightly face this social issue, trying to rectify the negative perception of black in Chinese society, thus helping the brand to improve brand awareness and sales.

From the voice of the creator, the film tells a story about the historical evolution of black and how it drives the progress of human civilization. Black represents strength, fearlessness, and inclusiveness. Black has been around since the Big Bang and the beginning of life. Fiery carbon, tough iron, and infinitely energetic oil are all in black and drive human civilization forward, advancing technology, and enhancing the pursuit of aesthetics for humans. Since then, Chevrolet Black bowtie was born.

This campaign sparked a huge discussion and reflection in the society, reversing Chinese consumers' perception of black from a negative to an interest and reverence. Consumers began to rush to showrooms to ask about the Black bowtie car models; Chevrolet owners changed their Gold bowties to black ones, also they claimed loudly and proudly on social media for having black bowties. The total exposure of this video is over 350 million times, which gets 90% more likes than the previous average. The overall search volume increases by 92.97%; The overall play volume on social platforms is 89.243 million, and the total number of interactions exceeds 2.29 million.