General Motors Specialty Vehicles (GMSV) is set to launch a new campaign for its eighth-generation Corvette lineup. The campaign, developed in collaboration with MBCS, MIK Studio, and director Jolyon Watkins, features the all-new Corvette E-Ray, along with the existing Stingray and Z06 models.

The campaign comes as the C8 E-Ray launch marks the shift in Corvette's line to hybrid technology.

It's also the first time the Corvette has been advertised in Australia and New Zealand. GMSV officially introduced the factory built RHD Corvette to the Australian and New Zealand markets in 2021, available through its dealer network.

The campaign includes a reimagined version of the '90s track 'Love Is All Around', renamed as 'Vette Vette Vette'. The new version of the song was created in collaboration with local artist Taras Hrubyj-Piper and aims to amplify the emotional connection between the Corvette and its drivers. The campaign was filmed at the Lang Lang proving ground and in suburban Melbourne.

"We wanted to capture that instant connection between driver and machine - the moment your fingers grip the wheel and the surge that flows through to your toes as your foot hits the accelerator. It's more than just driving; it's a love story between driver and machine." said Shanan Goldring, Creative Director at MBCS.

The campaign is set to launch on October 22, 2024.

"The Corvette lineup brought to you by GMSV is more than just the next generation - it's next level... we wanted to both give a nod to our loyal Corvette fan base and send an invitation to new drivers; giving them permission to share their love of the drive through this digital first campaign," said Trent Peppercorn, MBCS Head of Melbourne.

"Loyalists love their supercar, like really love them, it's visceral. Our strategy was to demonstrate the juxtaposition between raucous power and refined innovative performance that puts a song in the hearts of every driver. It's a feeling that grows stronger every time they're behind the wheel."

The campaign's creative vision was praised by Ty Linegar, Executive Producer of MIK Studio, who said, "Working with the MBCS team is always a pleasure. Their unique creative vision paired with the visceral raw power of the new Corvette range meant our team had an incredibly fun brief to work with."

Director Jolyon Watkins also expressed his enthusiasm for the project, stating, "Great car films are always about that rhythm and flow. We had a great opportunity here to play with a music video style, capturing the fluid dance of an incredible star vehicle with a magnetic performance from our cast."