Ron Finley | The Ron Finley Project |đź“ŤLos Angeles, CA
For America’s 250th anniversary, Chevy brought back its iconic ’80s tagline, “The Heartbeat of America.” We gave the classic song a modern pulse by weaving real Americans’ heartbeats into the track itself.
CREATIVEÂ TEAM
Lauren Lapid Creative LeadÂ
Nate Paulson Creative Director, Copy
Chris Coole Lead ProducerÂ
James Drake Production
Reprise Post Post-Production
Justin Sicking Photographer
THE CHALLENGE — Chevy was bringing back “The Heartbeat of America.” But a song alone couldn’t capture the heartbeat of a country. How could we turn the campaign into an earned media moment that celebrated the real people and communities keeping America moving.
THE INSIGHT — The heartbeat of America has never been just a sound. It’s the millions of people who show up every day to keep their communities moving forward.Â
THE IDEA —​​​​​​​  We introduced Keepers of the Heartbeat—local leaders, entrepreneurs, and community builders who keep their towns moving forward. We found the people behind the places that give their communities life, captured their real heartbeats, and literally wove them into a new version of Chevy’s iconic song.
But we didn’t stop at telling their stories. We took these Keepers to local news and media outlets, giving journalists a reason to spotlight the people and small businesses that make their communities special. By turning Chevy’s national campaign into a platform for local heroes, we transformed “The Heartbeat of America” from an advertising tagline into a celebration—and tangible show of support—for the people who make America beat.
THE RESULTS —​​​​​​​  The series generated 950K+ organic views across Instagram and TikTok, along with earned coverage in local outlets including the Detroit Free Press and The Kansas City Star.
​​​​​​​Josh York | Founder, Soft Goods | 📍 Detroit, MI
Tootsie Tomanetz | Pitmaster at Snow's BBQ |Â đź“ŤLexington, TX
Spencer B. | Founder, SB Mowing | 📍Wichita, KS
Example Earned Media Placements
Hector Martinez | Diesel Technician, El Dorado Chevrolet| 📍Dallas, TX