 The “New Love” ad by no means centered on LGBT families but instead showed an LGBT wedding for a […] "'Pin It")
“New Us” Reaffirms Chevy’s Commitment to LGBT Families
At the beginning of the 2014 Sochi Winter Olympics, Chevy challenged the host country’s horrible treatment of the LGBT community in an ad called “New Love.” (Now if only Chevy could do the same in Arizona.) The “New Love” ad by no means centered on LGBT families but instead showed an LGBT wedding for a brief few seconds, surrounded by clips of other families, conventional and unconventional alike. It really drives at what the LGBT community is after—inclusion in the rights that other Americans already enjoy—not in any special rights. They just want their families to be seen for what they really are: people who love each other the same way other families do. 
The ad saw tremendous success, garnering nearly 2,500,000 views at the time of writing. And while that ad has done incredibly well, it wasn’t Chevy’s only pro-LGBT/pro-family ad to air during the Olympics. The American automaker aired a second ad, reaffirming Chevy’s commitment to LGBT families, as well as families from all walks of life—interracial families (much like the Cheerios commercial), single-parent families, and families that seem to have grandparents or aunts or uncles or even just best friends included in their everyday lives. 
This ad, entitled “New Us,” begins with a narration by John Cusack: “They are the ones we trust with our most secret secrets, who are always there when we need them. They are family, and while what it means to be a family hasn’t changed, what a family looks like, has.” As he speaks, shots of these families flash across the screen: families you might see at church, or on a 90s sitcom, or in San Francisco, or at the bowling alley. The ad very clearly demonstrates that families take many shapes, but that the foundation of any happy family is love. 
Tim Mahoney, Chevy CMO, told Forbes, “The idea behind it is that we’re a new Chevrolet and a new world and we’re a brand that is about inclusion and not division.” Although the ad largely seeks to reiterate Chevy’s commitment to LGBT families, it wouldn’t be much of an ad without promotion for the product. The Chevy Traverse is the featured vehicle in “New Us,” but it hardly makes an appearance. It comes at the very end of the ad when Cusack touts the Traverse’s safety score, explaining that the Traverse will keep your loved ones safe, no matter the “shape your family takes.” 
Check out the ad below:
The News Wheel is a digital auto magazine providing readers with a fresh perspective on the latest car news. We’re located in the heart of America (Dayton, Ohio) and our goal is to deliver an entertaining and informative perspective on what’s trending in the automotive world. See more articles from The News Wheel.