OVERVIEW.
Chevrolet: Looking Up
PAUL RENUSCH
HEAD OF PRODUCTION
"Looking Up" is a thought-provoking Chevrolet social media production that challenges viewers to reconnect with the world around them, beyond the screens of their smartphones. With Paul Renusch as Head of Production, the commercial highlights the growing dependency on technology and the impact it has on our daily lives and interactions. While Chevrolet prides itself on making some of the most connected cars in the world, this ad serves as a gentle reminder that the most meaningful connections happen when we lift our heads, put down our phones, and truly engage with the people and experiences around us.
SYNOPSIS.
The commercial opens in a park, where a man sits on a bench engrossed in his smartphone, completely ignoring his eager dog by his side. A series of statistics flash across the screen: “On average, people check their phones 150 times per day,” and “58% of smartphone users can’t go an hour without checking their phones.” These messages are accompanied by scenes of busy people—walking, working, and even bumping into things—all with their heads down, absorbed in their screens.
The commercial continues to highlight the extent of this distraction: “23% of people have bumped into something while looking at their phone,” underscoring the disconnect between individuals and their surroundings. As the ad progresses, the question is posed: “With everyone looking down, have we forgotten to look up?”
Shifting the narrative, the scene transitions to moments of genuine connection—people putting their phones away, sharing laughs, embracing loved ones, enjoying nature, and living in the present. A voiceover gently acknowledges, “At Chevrolet, we make some of the most connected cars in the world, but we know some of the most important connections go beyond technology.” The commercial ends with a call to action: "Find a new road. Start looking up." The final scenes show people engaging fully with their environments, illustrating that the best journeys aren’t just about where we go, but how we connect along the way.
CREATIVE DIRECTION:
"Looking Up" uses a mix of real-life statistics and relatable scenarios to create a powerful narrative about the importance of presence and connection. The direction juxtaposes the isolated behavior of smartphone use with the joy and fulfillment of living in the moment, making a compelling case for putting down our devices. By showcasing simple yet meaningful interactions, the commercial conveys that while Chevrolet supports connectivity through technology, it also values the deeper connections that come from looking up and engaging with the world around us.
KEY MESSAGE.
Chevrolet understands that true connections go beyond screens and technology. While we create some of the most connected cars on the road, we believe the most important connections happen when we look up and live in the moment. It’s time to find new roads—roads that lead to laughter, shared experiences, and real-life interactions. Because at Chevy, we’re committed to helping you stay connected in all the ways that matter most.
