We wanted people to know that the all-new Chevy Silverado has best-in-class towing capability. We chose to demonstrate that with a first-ever media placement. Just prior to the coming attraction movie trailers in theaters across the country, a Silverado literally towed the movie trailers onto the screen – because there’s always a truck in front of a trailer. 

This twist on the way movie trailers are usually introduced was an unexpected and memorable way to make our point.