It had to be a woman
To launch the new Chevrolet Tracker in Brazil and across South America, we wanted to spark a conversation around one of the most outdated attitudes toward women drivers.
So we took the classic sexist phrase “vai pilotar fogão”, roughly, “go drive a stove”, and gave it a new meaning.
Instead of telling women where they belong, we invited people to restart their ideas about what women can drive, do and achieve.
Because women don’t just drive cars. They drive businesses, careers, movements and change.
And yes, they can drive a stove too, if they want to.
Real women, not actors.
The film features real women doing what they do every day, in their own professions and environments. From behind the wheel to the workplace,
We created six different videos, each tailored to a specific audience through contextual targeting. Instead of showing the same message to everyone, we matched each film to the context people were consuming, reaching different audiences with stories that felt more relevant to their interests, environments and everyday lives.
The campaign was adapted across different South American markets, tailoring the language, cultural nuances and local context to make the idea feel truly native to each country — while keeping the core message intact: women belong wherever they choose.
Ecuador
Colombia
Chile
Featured on Globo Repórter’s special on the history and evolution of Brazilian advertising, alongside some of the ideas that shaped the industry.
Featured in Brazil’s most important newspaper, as part of the changing conversation around how women are represented in advertising.