Silence is Powerful
You don’t need to make noise to be heard.
As EVs take over the market, some car purists see it as the death of the automotive spirit.
Without the purr of an idling engine or the rev before accelerating, they believe the experience of driving will lack the fun and excitement that comes with a traditional ICE vehicle.
But with the power and performance that the EV6 GT is capable of, even purists can appreciate the styling and excitement of owning an electric vehicle.
Sports cars have a long line of heritage, but as EVs come in, they merge the appeal of high performance with cutting edge innovation.
The EV6 GT isn’t just a new car, it’s a new mindset.
A new way of thinking for a new generation taking their first steps on the road to electrification.
These gearheads crave the power of a GT and are intrigued by the performance of an EV, while appreciating the styling and innovation that comes with it.
An electrified sports car is not the death of performance vehicles that some fear, but rather the prelude to a new performance era.
When you think of performance cars, you usually think of loud, revving engines. But not in the case of the all-electric EV6 GT. Because its 576 HP engine doesn’t need to make a bunch of noise to make a loud statement.
So, in this campaign, we’re celebrating an unexpected spokesperson—Kris Martin, a professional race car driver who is deaf. Behind the wheel of the EV6 GT, he shows everyone how powerful silence can be.
Group Strategy Director: Bruno Cunha
Associate Strategy Director: Kelly Slater
ECD: Courtney Pulver
ECD: Robert Casillas
Copywriter: Ashtyn Livingston
Art Director: Carter Waldron