OVERVIEW.
Chevrolet: Rickwood Tribute
PAUL RENUSCH
PRODUCER
"Rickwood" is a moving Chevrolet commercial that pays tribute to the Negro Leagues and their enduring legacy, highlighting the significance of history, opportunity, and inspiration. Produced by Paul Renusch, the commercial features key voices from Chevrolet, including Chief Engineer Dom Lester, retired Chevrolet Manager Alvine Strane, and Marketing Director David Milledge, as well as testimonials from HBCU graduates. The ad captures how the spirit of the Negro Leagues transcends baseball, celebrating its impact on generations past and future, while encouraging viewers to learn more at ChevyCares.com.
SYNOPSIS.
The commercial opens with Dom Lester, Chevrolet’s Chief Engineer, standing on the historic grounds of Rickwood Field, the oldest baseball park in America and a storied site in the history of the Negro Leagues. He reflects, “It’s more than baseball; it’s history,” setting the stage for a tribute that goes beyond the sport to honor the legacy of resilience, talent, and breaking barriers. His words resonate as the camera pans over iconic images of past Negro League players and the vibrant community they inspired.
Alvine Strane, a retired Chevrolet manager, shares his personal journey, stating, “They showed me opportunities that were opened to me that I would have never imagined.” His story emphasizes the broader impact of the Negro Leagues, illustrating how the league’s trailblazing spirit paved the way for countless individuals, both on and off the field. Strane’s reflections are interspersed with historical footage, blending past and present to showcase the league’s lasting influence.
David Milledge from Chevrolet Marketing steps forward, emphasizing the importance of sharing this rich legacy with future generations. “To me, it’s something that needs to be shared with the next generation,” he says, underscoring the role of storytelling in preserving history. The narrative then shifts to testimonials from HBCU graduates, who express how the legacy of the Negro Leagues continues to inspire them today. Their voices convey the pride and motivation drawn from the league’s history, bridging the gap between the past and the aspirations of young leaders.
The commercial concludes with a call to action, inviting viewers to visit ChevyCares.com to learn more about the Rickwood Tribute and the stories that continue to inspire. The final scenes honor the legacy of the Negro Leagues, positioning Chevrolet as a proud supporter of preserving and celebrating this important piece of American history.
CREATIVE DIRECTION:
"Rickwood" uses a mix of heartfelt interviews, historical footage, and reflective moments to create a narrative that honors the legacy of the Negro Leagues. The direction emphasizes the importance of history and community, drawing parallels between the league’s pioneering spirit and the values upheld by Chevrolet. By featuring voices from within the Chevrolet family and the broader community, the commercial creates a multi-generational dialogue about opportunity, inspiration, and the power of legacy. The use of Rickwood Field as a backdrop adds authenticity and emotional depth, making the tribute both personal and universally resonant.
KEY MESSAGE.
Chevrolet proudly celebrates the legacy of the Negro Leagues, recognizing that their impact extends far beyond the game of baseball. By honoring the stories of those who paved the way, Chevrolet seeks to inspire new generations to dream bigger and reach further. The Rickwood Tribute is a testament to the enduring power of history and community, reminding us that the lessons of the past continue to shape the future. Visit ChevyCares.com to learn more, because at Chevrolet, we believe in honoring our heroes and sharing their stories to inspire the next generation.
