The insight came as we looked back over work that had been done to market Chevy trucks in the past. We began to notice that there were key themes, phrases, and words that were still in play today. They had become central to the Chevy Truck image and lexicon.

Those ideas and words were also important because trucks, more than any other vehicle segment, have a “generational” overtone: they have bloodlines, and are handed-down from fathers to sons and from masters to apprentices.

Those two insights drove the creative approach, which illustrates how consistent Chevy Trucks have been over 100 years, even as they have modernized and evolved.

The work ran as consecutive right-hand full pages, so that the reader would first see the vintage (original layout) ad, and then would see the updated ad upon turning the page, delivering a “wait…what did I just see?” effect as they turned back and forth.

We ran these ads in November of 2017, in Automobile, Car and Driver, and Motor Trend, plus a Spanish language version that ran in the November Automundo.

• As a component of the Chevy Truck Centennial celebration, the Timeline poster insertion contributed to a 6-point year-over-year increase in Excellent Opinion for Silverado (with 3 points of that lift coming in the 4th quarter when it ran), a 3-point year-over-year lift in Consideration, and a 7-point year-over-year increase in “Brand For Me” scores.

• The Silverado and Colorado Special Edition trucks were the fastest-turning special editions in the Chevy Truck lineup

• Silverado also experienced one of its strongest sales quarters in history, with 167,274 truck deliveries, 29% of the year’s total.