CHEVROLET | TRUCK EGG TEST | 1963

The only fact that mattered: the eggs didn't break / CHEVROLET "TRUCK EGG TEST"

In 1963, Chevrolet won the Grand Prix at Cannes. Their fourth win in five years. They hung eggs from a truck, drove it over rough roads, and the eggs didn't break. That was the whole ad.

The idea

They hung a basket of eggs from the body of a truck, then drove it over rough roads. The eggs didn't break. That proved just how smooth the ride of a Chevrolet truck was. No words needed. Seeing was believing.

What happened

With this ad, Chevrolet and Campbell-Ewald won their fourth Cannes Grand Prix in five years. In the '60s, GM was the biggest advertiser in the world, and Chevrolet was always the top seller.

Afterthought

A demonstration is powerful. It gets the message across without saying a word. Whether the eggs break or not, that's all there is to it. But that's everything. There's a kind of boldness in an era when ads could drop the words and let the facts speak for themselves. Today's advertisers could learn a thing or two.

Awards

Cannes Lions Grand Prix 1963

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JEEP | Snow Covered | 1994

You can't see the car, but you know it's a Jeep / JEEP "Snow Covered"

It's 1994, and for 30 seconds something moves through a landscape buried in snow. The vehicle itself never once appears on screen. And yet everyone watching thought, "Ah, that's a Jeep." This is the ad that became the first car commercial ever to win the Grand Prix at Cannes, and even 30 years later, it hasn't lost an ounce of its power.

In 1960, a Battle Called the Olympics / CHEVROLET "CORVAIR OLYMPICS"

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CHEVROLET | CORVAIR OLYMPICS | 1960

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"You can give the car back" became a promise of trust / HYUNDAI "ASSURANCE"

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HYUNDAI | ASSURANCE | 2009

"You can give the car back" became a promise of trust / HYUNDAI "ASSURANCE"

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