The challenge was three fold. One, how do we claim back the lead market share of the Camaro from Dodge? Two, how do we claim back public favor and interest from the Ford Mustang, which had fairly recently just created a big splash with its “Burj Khalifa stunt”. And three, how do you leverage the HALO effect of the Camaro to elevate the whole Chevrolet brand?

This is the film of a death-defying stunt performed by our latest high-performance vehicle at the iconic SkyDive Dubai Runway. Our engineers claimed that the car could go from 0 to 100 Miles Per Hour and back to 0 in 313 meters. So we put this claim to the test, measured exactly 313m back from the edge, aimed the car at the water and stepped on the gas. This is the story of what happened. And yes, this is real.

We took the Camaro SS to the iconic Skydive Dubai runway. Measured exactly 313m back from the edge, hired an incredible stunt driver, got a world famous Top Gear director to catch it all on film, aimed the Camaro at the watery finish line and stepped on the gas. Before the stunt launched online, we created a socially led teaser campaign to whet people’s appetites. The main video was uploaded on the ChevroletArabia YouTube channel and supported by some innovative digital, print and social elements to create awareness and to tell people that the “Fittest had arrived”.