OVERVIEW.
Chevrolet: Day It Forward
PAUL RENUSCH
EXECUTIVE PRODUCER
Day It Forward" is a heartwarming and inspirational Chevrolet social media production featuring award-winning actor Kevin Spacey, who embodies the spirit of giving back by helping a young aspiring actor discover his potential. With Paul Renusch as the Executive Producer, the commercial celebrates the extra day of 2016, a leap year, by encouraging everyone to use their time to make a positive impact on someone’s life. The ad captures the essence of mentorship, gratitude, and the transformative power of giving, aligning with Chevrolet’s mission to drive change through meaningful actions.
SYNOPSIS.
The commercial begins with Kevin Spacey, an acclaimed actor, riding down in an elevator, reflecting on the importance of helping others once you’ve found success. He shares a personal story about the legendary Jack Lemmon, who, at a pivotal moment when Spacey was just thirteen, gave him the encouragement that set the course for his career. Lemmon’s philosophy of “sending the elevator back down” became a guiding principle for Spacey, inspiring him to support others in their journeys.
Spacey introduces Chevrolet’s "Day It Forward" campaign, which aims to inspire acts of kindness on the extra day of the leap year. He shares his plan to surprise Deante Simpson, a young actor yearning for his big break. Deante, unaware of what’s about to happen, nervously stands on stage, preparing to perform a monologue from Moby Dick. As he begins, Kevin Spacey walks onto the stage, stepping into the light to offer guidance and support.
Deante is stunned as Spacey offers him not just acting tips, but also a life-changing opportunity. Spacey announces that he is there with Chevrolet to present Deante with a significant grant to continue his studies, along with support from Spacey’s foundation and Chevrolet to secure auditions across the country. Overwhelmed, Deante shares that he was raised to always do his best and aims to make his family proud.
The commercial closes with Kevin Spacey addressing the audience, reminding them that there are countless ways to make a difference in someone’s life. He challenges viewers with the poignant question: "You’ve seen my way, what are you doing to Day It Forward?"
CREATIVE DIRECTION:
"Day It Forward" combines personal storytelling with real-world impact, using the narrative of mentorship and giving back to inspire viewers. The direction emphasizes authentic moments of surprise, gratitude, and transformation, creating an emotional connection that underscores the broader message of the campaign. The use of personal anecdotes from Kevin Spacey, along with Deante’s genuine reactions, provides a compelling and relatable experience that encourages viewers to reflect on their own ability to make a difference.
KEY MESSAGE.
Chevrolet’s "Day It Forward" campaign is about making the most of the extra time we have to lift others up. By following the philosophy of “sending the elevator back down,” we can all play a role in helping someone discover their potential and change their life. With Chevrolet, every leap year becomes an opportunity to do good, share kindness, and drive positive change. So, what will you do to Day It Forward?
