Daniel Kleinman of Rattling Stick directed this :30 for the Chevrolet Colorado truck which demonstrates the differences between a “Car Guy” and “Truck Guy” by juxtaposing the different theme songs that follow each of them around throughout their day. Music from AC/DC and the Carpenters help drive home the point.
The “Theme Song” commercial will be inserted into high profile programming throughout January and February in high rotation. There is a :30 second version now live, as well as a :45 second version that will be paired with an additional :15 second reprise that will begin airing later this month.
Agency is Commonwealth/McCann.
REGISTRATION REQUIRED to access this page.
Already registered?
LOGIN
Don't have an account?
REGISTER
Registration is FREE and FAST.
The limited access duration has come to an end. (Access was allowed until: 2015-01-02)
Credits
Client Chevrolet Colorado Trucks Agency Commonwealth/McCann Linus Karlsson, creative chairman; Andreas Dahlqvist, chief creative officer, global, creative director/art director; Gary Pascoe, chief creative officer, North America, creative director/copywriter; Duffy Patten, creative director/copywriter; Bob Guisgand, creative director/art director; Brian DiLorenzo, executive VP, chief production officer; Jeff Beverly, executive VP, global director integrated content production; Stuart Moutrie, sr. producer. Production Rattling Stick Daniel Kleinman, director; Stuart Graham, DP; Joe Biggins, exec producer; Johnnie Frankel, line producer. Editorial Union Editorial Jim Haygood, editor. Post/Finish Method Studios
Pearson has launched its first global brand campaign in more than five years as the 182-year-old company continues its evolution into an AI-enabled education and reskilling leader.
The campaign centers on a series of cinematic films featuring real learners in conversation with their younger selves. Using AI to recreate earlier versions of each participant, the films allow individuals to reflect on pivotal decisions, moments of doubt, and turning points that shaped their futures. The creative approach blends emerging technology with documentary storytelling grounded in lived experience.
At a time when AI’s role in both education and creativity is under intense scrutiny, Pearson has taken a deliberate and considered approach. The technology is used not as spectacle, but as a reflective storytelling device, built around consent, authenticity, and human agency. It reflects Pearson’s strong support for AI in augmenting human potential with learning at the core.
The first learner stories spotlight U.S.-based individuals, with additional international profiles launching later this spring as part of an ongoing global series that Pearson produced with VaynerMedia for creative, and Hummingbird and Tool of North America for production. Aqsa Altaf and John X. Carey via Hummingbird teamed to direct the “Impact Stories” films.
This film introduces us to Jasmine who meets her younger 27-year-old self. The younger Jasmine has two kids and is pregnant with a third. She and her two children are living in a domestic violence shelter, sleeping on an inflatable mattress with a slow air leak. Now getting a Pearson education and on her way to realizing her dreams seven years later, Jasmine gets to impart a message of inspiration to her younger self.
