Danny Olson
Creative + Strategy + Media
“A great writer has all four. But you can still be a good writer with only one and two — they’re the most important”
I try every day to at least be a nut and a moron.
Danny Olson
There is an author named Susan Sontag who wrote that to be a good writer (and I would argue, a great anything), you need to be four people: The Nut, The Moron, The Stylist and The Critic.
“A great writer has all four. But you can still be a good writer with only one and two — they’re the most important”
I try every day to at least be a nut and a moron.
About
My Chevy Truck Chevy
Most truck advertising looks the same (insert farm and flannel-wearing man throwing lumber into the bed of his truck). As a way to break through to a younger audience and showcase the life that’s possible when you drive a Silverado, we collaborated with viral TikTok artist, BRELAND, to create a series of music videos using a reimagined version of his platinum hit “My Truck.” Working with BRELAND, we made sure each music video highlighted a different Silverado model and how they each could enhance your life. The campaign blew past the platform’s benchmarks and also caught the attention of the hottest entertainment media, making it one of the most buzzworthy Chevy campaigns in recent history.
Highlights
- 112 million video views (69 million first-day impressions)
- 36% higher average watch time than TikTok’s benchmark
- 35,000 user-generated TikTok videos
- 15% engagement rate
- 178,000 followers gained on TikTok
- 4x above the Kantar norm for ad recall
- 2x above the Kantar norm for brand favorability
Awards
- 06/2022: The D Show (Adcraft Detroit) – Winner/Black: Best of Digital
- 06/2022: The D Show (Adcraft Detroit) – Finalist/Silver: Best of Branded Entertainment
- 06/2022: The D Show (Adcraft Detroit) – Finalist/Silver: Best of Creative Use of Media
- 05/2022: Shorty Awards – Finalist: Industry / Auto
- 02/2022: N.A. SABRE Awards (PRovoke Media) – Finalist: Industry Sector / Automotive